POG Cinema Advertising: Rebranding and Repositioning for Success

An Agile Approach to Rebranding and Repositioning

The rebranding and repositioning of Pot O’ Gold Productions into POG Cinema Advertising was done using a monthly marketing budget instead of doing one big project. This allowed us to be more flexible with our approach and always address the most important parts first, even when priorities shifted.

And shift they did.

We helped POG address a number of important issues to get them ready for their big trade show in April so they could put their best foot forward to new potential clients. Find out how below (and watch the video to the right to see our work in action).

One of the Videos we Created with POG after rebranding:

Problem

A Great Company with Poor Messaging for Potential Clients

Pot O’ Gold Productions (POG for short) has always been good at cinema advertising and face to face sales, but they weren’t as good at communicating what they have to offer to their clients online or through other mediums. They also have a very small set of potential clients to target. Luckily, they can get in front of a lot of those clients at their yearly trade show, Cinema Con. It was our job to help make sure they stood out.

pot o gold productions old homepage

pot o gold the money part

Strategy

POG’s new Homepage: (click to enlarge)

Step 1: Rebranding and a New Website

The first step was to create a new website, a new image, and more clarified targeting.

Step 2: Develop and Introduce an Innovative New Software Program: Movie Coupons

POG had been working on getting a movie coupons system going for over a year, but had run into countless issues and were never able to launch. It was time to get Movie Coupons ready before their trade show in April.

Step 3: Develop and create multiple movies to showcase what POG and Movie Coupons have to offer

POG needed to stand out at the trade show with lots of other businesses, positioned right next to Coca-Cola. That means they needed video that would catch people’s attention.

Solution

Step 1: Rebranding and a New Website

Pot O’ Gold Productions now turned into the more focused POG Cinema Advertising
We worked with POG to create a new logo and color scheme
New messaging targeted at common pain points of their customer base
Customizatized borders and hover functions to distinguish site and brand
The homepage is to the right and two other main pages are featured to the right (or below on mobile)

Step 2: Develop and Introduce Movie Coupons

POG needed
POG had been working on Movie Coupons for over a year, but had hit roadblock after roadblock. They were in need of coding experience and knowledge to solve the core issues. After an in-depth analysis of what they had POG and Multiverse decided it was time to start over.

Multiverse worked with POG to:

Fully understand POG’s vision for Movie Coupons
Figure out the most important core functionality of Movie Coupons
Find out how to make a system work that could satisfy POG’s needs
Get a demo version of the product ready for the trade show in late April (3 months away at that point)

Take a look at the video on Movie Coupons to your right to see Movie Coupons in action.

Step 3: Make Movies to Showcase the New Messaging and Program

POG had an important trade show coming up where they could get in front of their clients, and they needed video to showcase what they’d been doing. We scripted and put together:

A video explaining their value proposition to potential clients
An about video to explain who POG is and why they do what they do
A video showcasing their new Movie Coupons system
Six videos outlining the specific processes in Movie Coupons for potential clients
Incorporated their videos throughout their new website

Step 1: New Pages to POG site:

pogusa-why-pog-2018-06-26-13_18_10

pogusa-commission-structures-2018-06-26-13_17_21

Step 2/3: Introduction to Movie Coupons Video:

Step 3: Create Movies to Complete POG’s messaging:

POG About Video

While content marketing costs 62% less than outbound marketing, it generates more than three times as many leads.

– Content Marketing Institute

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