Repositioning Venom to attract progressive heads of IT
Manchester-based Venom IT had the objective of moving away from a purely B2B wholesale business, to become a B2B retail provider of cloud and IT solutions. It also wanted to attract larger scale clients, such as progressive heads of IT at multinational organisations. Venom’s inconsistent branding, discounted sales-focused promotional materials and disproportionately low price point packages featured heavily on its website and were the central thrust of its communications.
This had the effect of ‘cheapening’ the brand, which had no consistency, presence or gravitas. The lack of rich, informative content also did nothing to strengthen the perception of Venom’s capability, credibility or experience, as perceived by senior IT professionals.
Think developed a completely new brand positioning that was designed to appeal to ‘large-medium’ businesses in growth mode, ‘Protectors and partners for businesses in growth.’
The underpinning of this positioning stemmed from the inbuilt exceptional knowledge and personalised service Venom actually provides to their customers. This was followed by a complete brand, website and marketing communications overhaul that included the following deliverables:
Since we launched the new website in late 2020, we have seen the conversion rate increase from 0.003% to 1% of all traffic and climbing. Engagement stats across the board have improved including a much lower bounce rate (53.98% vs 96.11%) and a much higher time on site (00:01:59 vs 00:00:05). Importantly, our content marketing strategy has increased the reach of the website. Since the launch of our content marketing campaigns in February, we have increased the number of organic keywords Venom rank for by 45% and improved average position by 11 places.
“We were really impressed with how Think challenged us to broaden our brief and rethink our visual identity and proposition, demonstrating the tangible benefits that could be achieved if we trusted them with this wider brief. The website has now launched and the Venom team are blown away by the results, we look forward to the next chapter in our relationship with Think.”