Beautifying a 30 Year Old Product
More and more baby boomers are now entering their golden years and the demand for a traditional medical alert system has never been greater. Aside from some cosmetic changes, the equipment works exactly the same as it did 30 years ago. Hit a button and an operator comes over the loudspeaker and asks if everything is okay. No, they won't be winning any industrial design awards anytime soon but hey, they absolutely do save lives and were made to be simple and extremely easy to use.
As a marketer, the challenge was to set Bay Alarm Medical apart from the dozens of competitors out there. I've always compared selling these devices to selling bottles of water. Aside from minor cosmetic differences, everyone's equipment works the same. Much like a bottle of water, all we really had to work with was the branding, packaging and perception of our company.
For the most part, people buy or research our services after a fall-related accident had already happened. Much like an insurance policy, families and loved ones look for a fail-safe solution in case it were to ever happen again.
Because of this, we realized that our customers were distraught, stressed and looking for comfort. With that in mind, we started with the home page and decided to use a lot of comfortable images and colors. Photos of younger "seniors" living freely and logos that showed our credibility and experience.
The main goal was to sell systems but more than that, we wanted to be a resource for anyone looking for fall and senior-health related information.
Because of this, we realized that our customers were distraught, stressed and looking for comfort. With that in mind, we started with the home page and decided to use a lot of comfortable images and colors. Photos of younger "seniors" living freely and logos that showed our credibility and experience.
The main goal was to sell systems but more than that, we wanted to be a resource for anyone looking for fall and senior-health related information.
Next, we focused on our product page. We wanted this to be a micro-site that would explain everything our customers would ever want to know about our medical alert services.
We made sure to include high-quality photos, demonstration and how-to videos, large, easy-to-read fonts, a white "open-concept" background, clear and effective call-to-action buttons, a chat function, lead generation forms, and finally tied it all together with a simple tab-browsing system.
We made sure to include high-quality photos, demonstration and how-to videos, large, easy-to-read fonts, a white "open-concept" background, clear and effective call-to-action buttons, a chat function, lead generation forms, and finally tied it all together with a simple tab-browsing system.
When was the last time you shopped online, found everything you wanted to know about the product, did all the research available only to find that the company didn't show the price?
We're a web-based company and to be successful in this space, we knew that we had to be proud and stand by our pricing. But that wasn't enough.
One of our highest goals was to offer absolute clear, transparent and gimmick-free pricing and the heart of our website is our beautiful pricing matrix. Not only did the numbers have to make sense, it had to be be easy to comprehend and made "linear".
We're a web-based company and to be successful in this space, we knew that we had to be proud and stand by our pricing. But that wasn't enough.
One of our highest goals was to offer absolute clear, transparent and gimmick-free pricing and the heart of our website is our beautiful pricing matrix. Not only did the numbers have to make sense, it had to be be easy to comprehend and made "linear".
So there you have it. The combination of these 3 landing pages along with numerous other elements of the website have greatly increased our sales numbers over the past year.
Questions? Don't hesitate to e-mail me: adotwu@gmail.com. Thanks for reading!
