QA helped turn a humble iPhone case from Cairns into an international seller

It all started in far north Queensland when a team of Aussies discovered a need in the market for a sturdy product that would protect the iPhone, but not just any old case!

The team at Indepth Cases designed an iPhone case that was waterproof, shockproof and dustproof. The case is perfect for tradesmen, miners, water lovers and those with an active outdoors lifestyle.

The Indepth Case allows your phone to be completely waterproof and fully functional underwater, allowing you to take underwater photos.

QA helped launch the product across Australia with an advertising plan that incorporated a limited budget with highly targeted TV placement. The initial strategy focussed on the cheaper option of digital tv, in particular ONE HD which is already a channel highly targeted to males, sports lovers and fishing enthusiasts.

After just one month on air Indepth Cases had launched their way into the marketplace, online sales had gone through the roof and fishing store stockists were getting a fantastic result.

Indepth Cases have now evolved over time with added features and accessories including a belt clip, bottle opener, floater accessory, mounting clip and more female friendly colour options (pink of course).

With everyone moving over to the iPhone as the preferred phone choice this was definitely the right market to get into. Indepth Cases have continued on a long-term advertising campaign across all states of Australia in only the highest targeted programming designed to reach the core market of outdoor, water and sports lovers.

Steady sales and increasing popularity has allowed Indepth to break into the international market, first with a TV advertising campaign in New Zealand, followed by an American campaign on the Outdoor Channel broadcasting to a reach of almost 40 million viewers.

Indepth Cases is a great example that advertising on a small budget isn’t a barrier to achieving results. QA look at all aspects of your business and devise powerful long term strategies to help you achieve growth and success, based on high level research, ratings, consumer behaviour and a thorough understanding of your product.

If you would like to launch your new product or company contact QA and we can help you achieve results.

Engage a PR plan before a crisis escalates

A crisis can affect all brands, products and even personalities regardless of their size or location and saying ‘no comment’ simply doesn’t cut it anymore. Having a crisis management plan in place is vital and that’s where a PR professional can help you. Let’s see what Peppi Bueti our PR Guru has to say about Crisis Management…

Crisis-averted

My good mate, former Channel Nine reporter and leading media trainer Warren Clarke says when it comes to making the headlines, newsrooms still follow the ‘if it bleeds then it leads’ philosophy.

Bad news helps to sell newspapers and unfortunately most organisations are on the back foot when the proverbial hits the fan.

Just recently a tiger attacked his handler at Australia Zoo creating headlines across the globe and as I type this I note that Gold Coast Suns player Campbell Brown has been sent home from the USA after allegedly breaking his team mates jaw in a late night incident.

Issues and crisis are faced everyday across large corporate businesses as well as small business, schools, Universities, churches and sporting teams.

How they handle these incidents can be very critical as they can all affect an organisations brand which ultimately impact on its perception in the market and (if applicable) sales.

This is where a solid issues management plan comes to the fore and this requires thinking about all possible worse case scenarios and how they will be managed before an issue escalates. A PR person is usually engaged to think strategically about this issue and to minimise the impact of what has occurred and ensure it is resolved as quickly as possible so it doesn’t turn out to be a full blown crisis.

One of the world’s most wealthy individuals Warren Buffet once said “It takes 20 years to build a reputation and five minutes to ruin it.” When you look at it like that it’s not hard to understand why it’s important to plan for a crisis well before it has a dire impact on your business.

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Peppi Bueti, Director of Public Relations

 

Traditional and digital media proving to be good partners

Traditional media still has an important place in advertising campaigns as long as its understood how to leverage the benefits of an integrated digital campaign according to Queensland Advertising director Roger Delaney.

“Two years ago it became quite clear to us that as a media advertising agency we needed to embrace and lead the way in the digital space for all our clients. At that time we searched the country looking for a suitable partner who could help integrate traditional strategies with the brave new world of digital media and we eventually partnered with a Brisbane based digital marketing firm called Reload Media.

“Reload now works with our clients to boost their digital marketing performance and as one of the few Google accredited agencies in Australia we now work side by side on all media strategies.  We’ve seen firsthand how traditional and digital media can work together to help improve our client’s overall presence in the marketplace.

“We call it the ‘leaky bucket theory’ and that ensures our traditional advertising spend is not wasted when people go to find the business on the internet,” he said.

Rhys Furner from Reload Media says businesses may have recently seen their websites drop in the Google rankings and this is a result of its recent change of its algorithm, now called Hummingbird.

“Hummingbird is a new program which will better reward those businesses who have invested in producing great quality content and optimised websites. It is designed to give people better search results for their query.

“Essentially Google has become more efficient at determining what information a searcher wants to see and the key to improving a site’s Google ranking is to produce high quality, unique, genuinely helpful and shareable content on your website through a blog or resource section such as articles, infographics or videos.

“We are working with Queensland Advertising’s clients to improve their search presence and rankings so that Google will pick up on the themes around this content and begin to identify their relevance for particular search phrases.

“Google’s goal is to give people the information they want so when you align this with your website, you will reap the rewards from search engines, especially Google,” he said.

Roger Delaney, Managing Director Queensland Advertising

Roger Delaney, Managing Director at Queensland Advertising

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Rhy Furner, Digital Strategist at Reload Media

So what is Public Relations?

One of the most commonly asked questions from potential clients is what is the role of public relations and how can it improve business?

Peppi Bueti Director of QA Public Relations explains what PR is:

Let’s start with what I tell my University of the Sunshine Coast PR students and that is if you cannot write persuasively or have the ability to think strategically then it may not be the career for them.

There’s a misconception out there that if you have a great personality then you should get into PR. While it’s important to have good interpersonal skills, it’s a long way from what is required unless you think PR is handing out brochures or products at your local shopping centre.

That’s not PR folks.

PR is an important part of the marketing mix and tactics range from media relations, events management, promotions, internal communication, social media and issues management.  

Media relations is used to generate publicity through a media release to help promote a product, event or an issue of interest. At QAPR we write media releases for a range of clients covering all sorts of industries. These are pitched to press, radio and TV stations as well as industry publications and social media sites.

At QAPR we work alongside the QA team to ensure all messages throughout your advertising, marketing and public relations are consistent. This is achieved for above the line and below the line spends.   

So when you are planning how you spend your marketing dollars, consider how PR can help you generate greater exposure for your dollar.

Contact Peppi Bueti our Director of Public Relations to find out how you can improve your business with PR.

Peppi Bueti – pbueti@qadvertising.com.au or 0447 131 306

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Peppi helping out at a client’s event

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