Implement a propriety system for identifying and controlling the sales and marketing issues that affect your business.
WEBSITE DESIGN & DEVELOPMENT
Based on research and Google analytics, LePoidevin identified what Liphatech’s target audiences needed (and expected) from the website. Following best practices, we implemented a site that addressed the user interface and experience, allowing visitors to quickly and easily find information to help educate them about the advantages of Liphatech products.
LePoidevin launched a new website to position Liphatech as the soft bait innovators and leading manufacturer of pest control products. Applied changes included site navigation, information accessibility and site visibility on Search Engine Result Pages (SERP).
The site now provides visitors with educational information that helps them learn and understand why Liphatech products should be a part of their integrated pest management program. Improving the site’s visibility on search improved the average to 511 daily views (50% increase), while content enhancements and site organization cut average view duration by 20%.
With a new product soon to launch, FMC sought input and messaging feedback from lawncare professionals and golf course superintendents, the prime target audiences.
Working closely with the FMC product lead, LePoidevin devised a comprehensive research campaign, starting with a survey of both audience segments seeking quantitative feedback upon which to base a follow-up qualitative phase of the project. Direct, one-on-one, opt-in phone interviews with dozens of respondents helped us to probe deeply into their survey answers and form more meaningful conclusions. Both phases also measured reaction to proposed marketing messages and advertising concepts.
The data LePoidevin collected and opinions received played significant roles in helping FMC marketing leads formulate a strategy for the new product launch and validated one of the conceptual approaches, helping to ensure message uptake and retention.
Liphatech wanted to position itself as The Soft Bait Innovators®, as well as increase awareness, by educating PCOs (Pest Control Operators) about the benefits of soft bait and how they are designed to work.
The ERATICATE Soft Bait Awareness Tour - Liphatech visited the five most rodent-infested cities in the nation. Each presentation took on the look and feel of a concert, giving the attendees/concert-goers a unique experience that was educational, entertaining and memorable.
Hundreds of PCOs attended the ERATICATE awareness tour. Attendees gained a better understanding about Liphatech's soft bait products. Soft bait usage for both new and existing customers has increased significantly as a result of the ERATICATE tour. Furthermore, Liphatech continues to see strong interest from the market.
BRANDING & LOGO DESIGN
RISE, a national trade organization serving the golf, lawncare, aquatic, forestry, ornamental and structural pest control markets, was quickly reaching 20 years of success. As such, they felt an image refresh was needed and looked to the RISE Communications Committee, chaired by LePoidevin principal Dean LePoidevin, for input and help.
The committee asked several firms and media partners to submit new logo designs for review. An internal RISE leadership team narrowed the entries down to three, from which the Communications Committee would choose one to submit to the RISE governing board for final approval.
Of the final three logo submissions, two of them were from the LePoidevin design team. The Committee chose one of the LePoidevin designs, which was presented to the board. The RISE governing board unanimously approved the selection and the new logo was launched the following month to the membership. The refreshed design, which includes a simple yet bold horizon graphic, was created to illustrate the essence of RISE and emphasize its environmental focus on the health and well-being of families, communities and the specialty pesticide and fertilizer industry. The redesigned logo captured coverage in the pest control industry’s leading publication.
As The Soft Bait Innovators®, Liphatech is committed to educating pest management professionals (PMPs) on the latest technology and best practices for dealing with rodent infestations. As such, they faced the continuing challenge of bringing dry information to life.
With help from LePoidevin Marketing, Liphatech had already begun to establish a reputation for combining information and entertainment. To continue this, we recommended replacing some of their print collateral with a series of informational videos on topics of interest to PMPs to illustrate Liphatech’s extensive expertise.
With custom animation and an authoritative but friendly narrator, the videos were a natural next step in bringing the entertaining and informative aspects of Liphatech’s brand together, while allowing them to track engagement. To date, the videos have nearly 5,000 views.
WORK WITH CONNECTIVITY
Instead of settling for good or working towards great, how about striving for #!@$*%& AWESOME!