TravelPerk, a modern business travel company and the fastest growing SaaS company in Europe, previously faced several challenges that hindered its growth and visibility in a fiercely competitive market.
To carve out their market position in an industry dominated by legacy companies, Travelperk needed to nail down its USPs, strengthen its product offerings, and modernise its outdated and lacklustre brand that was failing to reflect its mission.
Areas owned as Brand & Content Manager:
brand marketing | creative direction | product marketing | copy & content |
challenges
Unclear communication of product solutions; Many target audiences not being addressed specifically—no targeted content per each customer segment; Pricing model confusion; Lacklustre brand; Low brand recognition: Covid-19 impact.
solutions
results
Rebrand: Comprehensive rebrand that included creating a detailed value proposition document to guide and align all communications. New brand identity was developed that focused on making the brand feel more human and less corporate, introducing a broader, more colourful palette to enhance designs, and a fresh tone of voice.
Customer segmentation: Messaging was tailored to different customer profiles, ensuring that the right ToV and content were provided to each customer segment.
Product marketing: Campaigns were revamped and TravelPerk started to successfully market new and existing products with a more clear, compelling, and human approach. Clearer product naming structures were introduced per product that helped to strengthen the brand, and the pricing architecture and packages were redeveloped to bring everything in line with TravelPerk's value proposition and updated brand.
Content marketing: A robust, content/SEO/Paid ads strategy was rolled-out, producing high-ranking content that became the standard for the industry.
Covid Value Proposition: During Covid, USPs were updated to reflect market conditions. All company messaging around relevant products were adapted, including a new homepage rollout, to align with the new reality of travel.
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Rebrand led to a website signup conversion rate increase of 45%
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New product names and combined campaigns saw a 110% increase in demo sign-ups
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New content strategy and combined efforts led to a 233% increase in web traffic
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Covid homepage led to 25% uplift in signups and 30% in demo requests