Stowga, the ‘AirBnB’ startup for commercial warehousing

The challenge was to create a robust behavioural digital marketing tool kit and collateral to increase acquisition and conversion.

1. Literature

With business-to-business propositions there are some common drivers of behaviour. Allied to that, a disrupter – such as Stowga – often doubles-down on those challenges. Some of the challenges identified are a need to reduce the perception of risk, ambiguity, and uncertainty, and increase the perception of authority, trust. There are more.

2. Phone interviews

We spoke to 5 business owners. They confirmed our literature review, and added some new components to our understating. There was a very good understanding of the reason-to-believe (RTB) in the business, and some work to do to increase the willingness-to-purchase (WTP).

3. Social media library

• 502 social media posts
• Library 132 social destination links
• Average of 2.3 tweets per link
• Average of 1.4 LinkedIn posts per link

4. Guide

50-page guide on how to  ‘act’ and ‘speak’  to quell fears of the audience and reinforce the perceived benefits, including: brand positioning, a writing structure and model and examples using the ABC (Acknowledge, Bridge, and Communicate) structure, social media frequency. Also included 9 re-written blog posts, Google Search Ads, cold emails, press-releases, and more.

5. Scheduled support

Regular catch-ups and support deploying social media.