Giving room and capability for growth in a crowded and competitive market.
Giving room and capability for growth in a crowded and competitive market.
INSIGHT
How does a company stay relevant in an industry that has been massively disrupted by one of New Zealand’s biggest brands?
CashManager are a small-business accounting software firm who have been in the New Zealand market for over 20 years. With their industry becoming more crowded and more competitive, they needed to take action. CashManager needed to reinvent themselves in a way that would appeal to potential customers while making sure they were able to get the most out of the resources they had at their disposal.
CLIENT
CashManager by Accomplish
INDUSTRY
Accounting Software
WE HELPED WITH
Strategy, Brainding, Web Design, Development, Communications, Lead Generation, CRM Development
THE PROCESS
Having been in the industry for so long, CashManager had grown and developed through sound business values and providing excellent customer support. However, their outward-facing brand hadn’t kept up, becoming tired and stale. We aimed our strategy at brand development – we sat down with them and went through a number of workshops to tease out the values and priorities that underpin their brand. We then did research on their competitors to help create a brand that was unique and distinct in the marketplace.
The result was a new name for their business – CashManager.
We saw the CashManager website as an opportunity for the business to create a support hub for their existing users rather than simply using it as a lead generation tool. We replatformed and restructured the website to achieve this, using the new name and brand colours.
We also developed additional features for their existing CRM to enable better integration with the new site. This automated a number of previously manual processes, empowering CashManager staff to be more efficient in their work and more productive when serving their customers and targeting potential clients.
THE PROCESS
Having been in the industry for so long, CashManager had grown and developed through sound business values and providing excellent customer support. However, their outward-facing brand hadn’t kept up, becoming tired and stale. We aimed our strategy at brand development – we sat down with them and went through a number of workshops to tease out the values and priorities that underpin their brand. We then did research on their competitors to help create a brand that was unique and distinct in the marketplace.
The result was a new name for their business – CashManager.
We saw the CashManager website as an opportunity for the business to create a support hub for their existing users rather than simply using it as a lead generation tool. We replatformed and restructured the website to achieve this, using the new name and brand colours.
We also developed additional features for their existing CRM to enable better integration with the new site. This automated a number of previously manual processes, empowering CashManager staff to be more efficient in their work and more productive when serving their customers and targeting potential clients.
IMPACT
CashManager now have a brand the company can build from for years to come – one which is distinctly different to their competitors and attractive to their customers. We have contributed to a top line sales increase of 11% and the company has been able improve profitability by focusing investment on areas of greatest gain. Saving time and resources through automation of their processes.
They are now effectively communicating with their current customers and reaching more potential ones. In a very competitive industry CashManager is making strong gains as a small player, and has room and capability for growth.
Talk to us about your next project
09 215 6309
kiaora@bbtdigital.com
