Supporting Expansion and
Strategic Positioning for a
Cleantech Company

Buyer Personas Definition

The Orange Bird team started market research by segmenting target audiences and exploring Buyers Personas per segment. Our agency tends to begin the work with every client by identifying Buyer Personas for their offering as it helps to get a better grasp of the client’s prospective customers and generate insights for tailoring positioning, messaging and product development to meet the users’ specific needs, behaviours and concerns.
For Intelar, our team prepared an extensive list of possible buyers across five target segments and various industries, outlining their potential roles and titles, business problems, buying process and criteria, and keywords that they are likely to use for organic search. Besides drawing on the Buyer Personas as a basis for the market research, we also used it to create guidelines for LinkedIn and Google Ads campaigns as it provides a very detailed instruction for targeting the right audiences on those platforms.

Keyword & Market Demand Research

To probe the demand for Intelar product in various markets, the Orange Bird team researched trends and keywords related to the company’s offering using tools like Google Keyword Planner and Google Trends. The trends and dynamics reported by Google Trends and the average number of searches measured by Google Keyword Planner enabled us to identify and rank countries with the highest interest for such lightning control technologies.
The keyword research not only allowed us to establish priority markets for Intelar expansion, but also provided a deeper understanding of the markets and helped detect the best channels for promotion and marketing. In particular, we created a list of frequently searched keywords to be used to create targeted texts and campaigns to reach the Buyers Personas we had defined earlier. Moreover, we also used keyword research and search analysis to formulate recommendations for digital advertising and lead generation campaigns that Intelar can execute in the future.
To validate our findings, our market research specialists conducted extensive desk research to review trends and projections in the energy efficiency industry by studying reports and white papers shedding light on the industry’s future developments. Based on our comprehensive analysis, we prepared recommendations for Intelar on where to take their business beyond Russia. Specifically, the USA, the UK and Canada were identified as markets with the greatest interest in such energy efficiency technology. Among European countries, the most promising markets were Germany, Spain, France and Portugal as they witnessed the fastest growth in the EPC sector in recent years.

Marketing and sales collateral

Orange Bird also assisted in the development of various graphic and web elements to raise visual appeal and usability of Intelar’s marketing materials. For example, our team designed a set of infographics for the Intelar website to explain in a highly-visual and understandable way how their technology works. In addition, Orange Bird consulted Intelar on the structure and UI of their website to ensure that it contributes to the overall marketing and business objectives. Orange Bird also worked on preparing and improving collateral materials, including a long-form presentation for Western clients.

Branding and naming

Drawing on the keyword research conducted earlier, the Orange Bird team brainstormed and proposed new easy-to-spell and memorise names for the Intelar product to elevate its branding in the new market. Along with the names, we also proposed domains and slogans that Intelar can use to enhance “searchability” online. In the end, Intelar chose one of the proposed options – Light by motion – and started to use it widely in its marketing materials, including incorporating the slogan in the company’s logo and changing the website URL.

In addition, our team initiated the development of Intelar's social media presence, which was almost completely lacking when Orange Bird and Intelar first met. In particular, our social media specialist prepared a detailed guideline and content strategy for an Intelar business page on LinkedIn as well as the founder’s personal page, which can be used to raise the company’s overall visibility online.