CASE STUDY: Fatech | Fateka

Positioning a Company to Reach New Markets

How we helped Fateka, an e-commerce store, offer new services to a new audience.

Client: Fatech | Fateka

Executive Summary

Opening a brick-and-mortar location of an e-commerce business comes with a unique set of challenges, especially during the pandemic.

When the owner of Fateka, a successful e-commerce consumer electronics store, approached us, they wanted their new location to offer expanded services to a new market: businesses.

After an in-depth analysis, we recommended that the company develop a second brand for its new services, Fatech IT Advisors. We then implemented a successful digital advertising and marketing strategy geared towards educating and growing current clients as well as reaching new local small businesses.

GOALS

  • Reach a new local audience with new services

RESULTS

We successfully launched a new brand and digital advertising and content marketing campaigns, which expanded relationships with current customers and introduced the company to a new local audience.

DELIVERABLES

  • Fatech IT Advisors Branding Assets

  • Fatech IT Advisors Website

  • Fatech IT Advisors Digital Marketing Strategy & Execution

Background

Before the pandemic, Fateka, a successful e-commerce store, opened the company's first brick-and-mortar storefront as Fatech International in Herndon, VA.

Originally, the company considered turning the space into an esports, retail, and computer repair store. However, when the pandemic hit, they shifted their focus from consumers to businesses.

While the online store Fateka has always worked with some business clients, the company was looking to expand that market and become a managed service provider (MSP).

The How

DISCOVERY

We started our research phase with a marketing and branding audit, where we took a deep dive into the company's current brand identity, customer base, and marketing efforts.

From that research, we found that while Fateka/Fatech International was unknown locally, its online brand Fateka was strong among its customers.

This led us to recommend modifying the Fatech International brand, to distinguish it from the consumer brand Fateka, and to launch new services to a new market of local small businesses.

PUTTING IT INTO ACTION

Brand Assets

Since we were targeting small local businesses, we changed the name, Fatech International, to Fatech IT Advisors. We then made slight edits to the existing logo and other brand assets to support this change.

Websites

Fatech International's website was originally meant to represent a computer repair and retail location, which meant their website's messaging was geared towards these services. We repositioned their site's messaging to focus on IT support services for businesses.

We then set up a schedule to execute a rolling launch to add and replace pages as they were ready. This allowed Fatech IT Advisors to go to market without waiting for their website.

Marketing Strategy & Execution

We executed a series of local advertising and content marketing strategies to introduce the new brand and position the company to reach its new target audience.

The Results

We successfully helped Fatech IT Advisors enter a new market. Their website has seen an uptick in traffic from ads, and current business customers are expanding their relationship with the company, from hardware purchases to IT services.

Where Are They Now

We are continuing to update their website and will begin expanding advertising channels to reach new audiences as the site goes live.