Redefining strategy for £150m B2B tech brand to meet ambitious growth targets.
The Client
Sahara Presentation Systems is the UK’s leading distributor of audiovisual products. Following the acquisition by NASDAQ listed corporation Boxlight, Sahara commissioned a brand re-positioning for Clevertouch – their flagship range of large format interactive touchscreen displays. Developed by Sahara in 2009, Clevertouch has grown to become the UK’s most popular front-of-classroom interactive display and is laying claim to similar accolades in markets across Europe, North America and Australasia.
The Requirement
To drive an export-led growth strategy that forecasts double the annual revenue in the next few years from a significant expansion and diversification of the Clevertouch range that was being rolled out by their Product Development Team. This incorporated new products, new software, a native App Store and an innovative online platform that enabled instant management of all displays from any location.
The focus of the new brand strategy was to evolve the market's perception of Clevertouch from a well-known interactive display to a range of interconnected collaboration technologies.
With a significant investment in the HubSpot Customer Management Platform to integrate Marketing and Sales operations, a content-first demand creation marketing strategy was required to deanonymise prospects, capture data and build automated nurturing pipelines.
I've been working with Tiga for eight years, and they're a valuable part of the Clevertouch team. They provide excellent ideas and execution of marketing plans. As we become more digitally aligned in our communications and lead generation, they have led the way for changing how we go to market and generate sales-qualified leads.
The Solution
Working closely with the Clevertouch Marketing Director, Tiga produced and executed a go-to-market strategy that reframed the brand as Clevertouch Technologies – an ecosystem of unified technologies that enables location-neutral collaboration for business, education and healthcare.
Tapping into themes of collective experiences through technology, a confident and versatile visual identity was created that elevated Clevertouch from its B2B roots to its aspirational future as a brand that sits comfortably alongside the global tech giants.
To keep the message sharp and its focus tight, a solution-oriented brand voice was developed. Speaking directly to the challenges faced by key audiences and evoking the goals that Clevertouch would help to achieve, value statements were composed with the intention of moving the perception of the brand from a product of consideration to a solution of choice:
Demonstrating an understanding of different audiences is an empathetic and respectful engagement practice that's been embedded in Clevertouch's brand DNA since its creation. This is evident in the content-first marketing strategy that has been at the forefront of brand outreach for many years and has helped to establish Clevertouch as a trusted thought leader in education technology.
Audience-receptive communication will be the mouthpiece of Clevertouch's new demand-creation marketing strategy. Shaping the narrative to raise its voice above the noise of social media, this potent mix of a brand that has a story to tell and an audience that's ready to listen is empirically proven to improve brand perception, increase marketing engagement and start conversations.
All marketing outreach leads to a visitor-centric brand showcase. The website balances the necessity of simply delivering a complex proposition with the challenge of exciting visitors about Clevertouch and the benefits it offers them.
The visitor experience is dictated by the data, with the leading marketing automation platform, HubSpot, fully integrated into the site. This provides granular data capture that clearly indicates high and low-performing content while also helping to identify visitors who may be setting off on a buying journey. By crafting the right message and serving it at the right time, visitors are nurtured to a stage where they are ready to get in touch and eager to find out more.
As a growing global brand, Clevertouch Technologies has an ever-expanding network of regional sites that must be supported. Each of these is served in local languages, with the location of the visitor automatically detected, ensuring that wherever a visitor discovers the site, they receive a localised brand experience.
The Outcome
The reframed Clevertouch brand was launched to the world as a unified collaboration solution that helps business leaders turn their teams into teams that work together. A collaboration solution that helps teachers nurture young and curious minds and enables everyone from anywhere to work and learn together as one.
The new brand embodies the recognition, respect and trust that Clevertouch has earned over the past decade while echoing the passion, vision and energy of the people who have driven it forward and taken it to where it is today. Unashamedly bold, continually innovating, and always listening to its customers, this new brand will help to redefine the future of Clevertouch, as Clevertouch aims to redefine the future of location-neutral collaboration across the world.
