Thermon
Thermon is a solution for monitoring and logging temperatures using an Internet of Things (IoT) device, with applications spanning healthcare and transport logistics. The system allows users to to monitor refrigerated products by sending weekly reports and immediate SMS alerts if anything out of the ordinary is detected.
The Challenge
Thermon’s existing website and branding did not reflect or communicate the key features of the product clearly. There was a clear need to improve the product marketing in order to focus on the benefits and outcomes within a healthcare vertical.
Our Solution
The Thermon platform is seriously amazing, but as a first mover there was low existing awareness in the market.
For this reason we devised an educational campaign, value propositions and full funnel strategy with precise reach — to engage people who didn’t even know they needed it (until they heard from us).
Key to our approach was the dissemination of information around suitability of use in regulated environments, to generate a gold-standard approach to temperature monitoring that reduces financial risk and liability.
How We Did It
Branding & Strategy
Thermon’s visual identity was given a complete overhaul, boasting clean typography to reflect the product’s inherent simplicity and bold contrasting colours to convey utility in extreme situations.
Landing Page Redesign
We rebuilt and optimised the Thermon website for lead conversion and introduced compelling call-to-actions, resulting in increased lead captures.
PPC Advertising
Our growth experts designed, managed and refined a Google AdWords campaign using direct feedback to improve the performance and effectiveness of advertising spend.
Content Creation
Conducting research with existing and potential customers revealed resistance points to product adoption. Using FAQ’s and brochures to provide alleviation at known pain points was an effective countermeasure. Educational resources were distributed via the website and wider paid media and mail channels.
Electronic Direct Mail
Using our database of over 6,000 Australian GP practices we devised a drip email campaign with dynamic lead nurturing to drive users on the the newly optimised product landing page, capture their attention and provide product education.
The Results
After implementing the new strategy and design solutions and kicking off a marketing campaign, leads were increased by a significant amount — leading to a huge return on Thermon’s growth investment.
