bidspace CASE STUDY

New Business Brand

Establishment of Bidspace as an estimation solution for trades professionals within a software-driven competitive market space.

The Challenge

How do you position a unique service such as project estimations in to a busy and heavily contested marketplace?

The Solution

Create a brand that is so completely unique with a marketing message and execution plan that cuts straight through the pain points.

The Result

An integrative business marketing strategy to gain market share through education, targeting their key audience and increasing lead generation to conversion.

Establishing a Business Position

Bidspace is a revolutionary estimation solution based upon the 20+years of the founder's experience in the construction and fit out industry. The major challenge for this client was determining their market advantage in a highly contested marketplace. Research identified that their main competitors were a software solution, which still required an experienced estimator to source all the data before completing a building estimation.

From the market research and data analytics, we created a 360 business marketing solution which began with a new brand design, followed by an integrated Marketing and Business package. Our goal to present their full service solution that communicates with ease to their targeted audiences, while supporting their expertise and knowledge. For their end user, we want to be a memorable brand from the first post to the order form and presentation of the completed service. The brand design is a combination of simple, futuristic, data driven yet easy to engage with. The colour palette is predominantly blue and white on black, was chosen purposefully to stand out against the background.

We purposely chose a spirit animal to reflect the nature, attitude and characteristics of the business. The cheetah known as the fastest land animal are renown for speed, accuracy, efficiency and adaptability. The animal was chosen purposefully to represent the brand.

MARKET RESEARCH & ANALYSIS

To understand how to position a unique business solution in the marketplace, research was gathered from ABS data, social media platforms and Google analytics. The data collected provided an overarching view of the entire commercial building and shopfitting industry from historical to future industry forecasts to build demographic, geographic and psychographic data sets and highlight potential growth opportunities. The data generated, identified how best to present, market and gain market share, while positioning in a busy market space.

BRAND DEVELOPMENT

From the first brand development workshop, through to brand design and execution the intention was to capture the Founder's desire for the business to be a 'one-stop'shop' for fit-out estimation services. The colour palette, futuristic font style and the use of the cheetah, aligned with their business goals, aspirations, philosophy and core values.

Brand development completed by Design Governess.

WEBSITE DEVELOPMENT

Taking on board the client's brief to be modern, relatable, and simple to operate, the website maintains minimalism and user-friendly navigation. The main focus of the website is the Pricing page which outlines the difference between traditional estimation methods and the financial benefits of using the client.

Because the client provides a solution to trades professionals and builders, it was essential to highlight the Bidspace Process, which is done in an effective 5-step flowchart.

Articles have been included to the website to support organic reach strategies and to show expertise in the field of estimation solutions. This style of website format fits perfectly for businesses with multiple service offerings.

CONTENT DEVELOPMENT & MANAGEMENT

Because the client provides a solution to trades professionals and builders, it was essential to highlight the Bidspace Process, which is done in an effective 5-step flowchart.

SOCIAL MEDIA MARKETING

Creating business awareness is essential for a new brand in a challenging industry. Utilising Facebook, Instagram and LinkedIn the message needed to be witty, thoughtful and hit the emotional pain points that business owners experience with project estimations.

A range of video, photo and static imagery is created to increase engagement.

The intention with social media marketing is to establish awareness, build lead generation and support the business goals.

CATEGORY:

Marketing Research, Brand and Google Audit, Industry Analysis, Plan Development, Business and Marketing Coaching, Website Development, Content Creation, Social Media Research and Execution, Email / Newsletter Marketing, Database Management.

- Delivered by Your Marketing Machines

Brand Develop and Brand Positioning
- Delivered by Design Governess

Website: bidspace.com.au

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