chanllenge
Bezalel is founded by USC engineering student Frank Wu in October 2013. The company ran a successful Kickstarter campaign in 2014. It surpassed its $35,000 goal to raise a total of more than $131,000 from nearly 1,700 backers and was featured in TechCrunch and Buzzfeed. However, as a startup, there was a limited budget and no effort for marketing. Since 2014, Bezalel hasn't developed any social media marketing strategy. Therefore, I was hired to establish BEZALEL's brand in social media to increase brand's exposure.
APPROACH
UX has always been developed around this fundamental concept and can provide useful insights to marketing professionals.
To build customer loyalty and increase engagement, we need to understand our product and know our customers. First of all, we started from developing Bezalel’s brand identity. Then, we were continuously running different digital marketing experiments to find the best way to raise conversions. Based on the results, we gradually know who’s our target audience. We listened to users and created the content they like. Besides, we’ve conducted field studies to validate our assumption and discover user needs. Last but not least, we’ve attended as many as social events to increase Bezalel’s exposure: Santa Monica New Tech, Techweek LA, and CES.
As a result, not only were our sales to increase by 20% in 3 months but also we get our first 10,000 likes on Facebook.
I appreciated joining BEZALEL's family and working in an exciting startup environment. It’s the best experience I’d have in my life!
I. Develop Brand Identity
Brand identity is the representation of company's reputation through the conveyance of attributes, values, purpose, and passions.
As we started, we spent three days on brainstorming what we think our brand stands for. To find the core value, we asked ourselves what wireless charging means to us. We started to draw as many as images we could which came to our minds. Then, we categorized into three main concepts: Sharing, Freedom, and Security.
Wireless charging is powerful. We share the power of taking charge. Wireless charging provides us the unprecedented freedom in any direction. We're not limited to spaces and locations. It frees us from the annoying cables and fiddly nightly plug-in. Besides, wireless charging increases longevity of battery life which gives us a sense of safety and security.
II. Design Marketing Experiments
Testing and Optimizing content are crucial to marketing strategy. After establishing brand's core values, we were continuously running different digital marketing experiments to find the best combination that encourages our target market to accomplish our end goal (likes, website visits and purchases).
My responsibility was to create contents and find the best way to convert leads into loyal followers. First of all, we proposed a hypothesis that we targeted our customers are male. Then, we determined and created the experiment design & variations like headlines, times to post, images and tags.
Based on these data, we pivoted our content which doubled social media followers, both Facebook and Instagram. These results ensured that our content was performing at its maximum effectiveness, and improved the experience for our user.
III. Conduct User Research
The goal of field research is to understand customer attitudes and preferences of charging experience.
To find out potential customers, we went to Starbucks where there are public wireless charging stations. We interviewed with 24 people in two weeks. The interview questions are divided into three parts: Charging behaviors and experience, Awareness of
wireless charging and Product feedback.
By collecting data about our users, their preferences, and their needs, we had a big picture of our target audience. Bases on the people who're interested in wireless charging, we divided them into two groups and created personas: outdoor adventurers and multi-device users. This field research helped us define target user and uncover user preferences. Therefore, we can increase customer satisfaction by improving products and creating valuable marketing contents.
IV. Build a Strong Brand Image
The Visual is King of digital marketing. Visual content is a defining factor in helping audience understand and connect with products.
Based on previous marketing experiments and field research, we had a better idea of our target customers. We wanted to create a positive, young and innovative brand image. Therefore, we started to recruit models for product photography, conveying the feeling and lifestyle situation associated with wireless charging products.
V. Engage with Startup Ecosystem
Preparation for networking events is crucial to ensure we maximize our time and opportunities.
For me, I appreciated every opportunity connecting with people. I enjoyed the time knowing new people and expanding networks. Once, we went to a panel at General Assembly. Peter asked the last question in front of 100 people. Marina, the founder of Santa Monica New Tech, is interested in our company. I kept following up with her in the next three months. What's surprising that she invited us to SMNT presentation to promote our products to the tech-interested public. In 2016 CES, I've connected with over 100 entrepreneurs and made friends all over the world. It was the best experience in my life!
Thanks to Frank and every partners, It was an amazing journey with BEZALEL. There's a great vision and strong products. I am honored to be part of a team working for such a great startup.