superHUMAN кампании, разказани от нашите клиенти

"We also validated an awful lot of assumptions that are related to the behavior of our users, which so far through offline marketing were the only and only this - assumptions. Thanks to the statistics, which are absolutely clear and visible, we were able to learn in detail what are the motives of consumers to be our customers, what are our strengths according to them, what are our weaknesses and where we need to improve. I think this is something that gives an awful lot of value to the whole team, and we can build a lot on that. ”

We made a very important decision when we started the Job board project, to work with a stable partner in the field of communications. In fact, we have been working with Xplora since day 1 and building the communication strategy together. We decided to do it because the Job board as a project is quite special and specific and has its challenges – on the one hand, it is a market place, that is, you have to very well manage both supply and demand in a market place.

The huge challenge we face is the wide-ranging audience we have to irradiate, as the products have a fairly broad consumption target. That means finding and bringing together people with different interests, different age groups, showing things that are interesting to them so we can engage them and keep them constantly on the page so they become bigger and bigger fans of the brands. That’s one challenge. The other, if I can call it a challenge, is the ever-changing formats and demands that social networks impose, which we constantly have to adapt to.

The main challenge is to reach our target groups because they are very specific, distinct, but also narrow. For example – electrical designers, electrical installers, power engineers in factories, facility managers. Groups that can’t be defined by demographics alone or any other specific criteria that exists in a digital environment. We need to find ways to reach them.

We thought one thing, you told us something else had to happen. Eventually we changed our minds, and with your help we were able to understand that our assumptions and practices that we implement offline in our offices have nothing to do with how people try to access us online. If it weren't for our work with you, we'd probably still be wandering about how-to-tips on the web.

We are trying to implement a hybrid model through offline and online interactions with consumers. Our top priority is to differentiate ourselves as a brand on a global level, and we do this through digital marketing, customising our approaches so we can really deliver value to consumers. It’s important to us that the customer doesn’t just take one action towards the brand, just one like, just one purchase. We want our customers to be long-term, to have advocates, brand ambassadors.

Almost all the conversations I’ve had with agencies have started with the question of what the budget is. Just contacting the Xplora agency didn’t revolve around budget. The attitude the Xplora agency showed was the wow factor for us. You took the time to analyze our product, we took the time to explain it to you, but because of that collaborative time that we took, the attitude that you have towards us and our product gives us the ability to trust that when we ask for something to be done, it’s done by people who know the product and work with us.

In fact, the main thing we have been striving to achieve is to look through the eyes of the prospective students, to see what attracts the prospective students to come and study with us. With digital marketing, the application of digital marketing, we have actually been able to feel the scale of the information coverage of this whole segment of "candidate students". Otherwise, through the standard one-way campaigns (we speak or we write), we hold events in a hall or send emails, after which we have no idea how many people have read it and how many people have understood it.

The main challenge for us is that we are a B2B company, ie we do not sell to end customers, but to companies specializing in the industry, which build installations in people's homes or in companies, industries, etc. And for us it was important to reach the end customers as a direct communication. So we wanted to build that circle of trust, and that's why digital marketing with all its channels is one, first direct and working tool, and the results are clear and measurable.