It’s not unusual to get to know a client’s business when you’re freelancing. Especially if the assignment is to change the conversation about a new product for pets and people with joint issues.
But this is the first time I actually became the client and helped to build a brand from scratch.
At the time I got involved, the company was struggling to market their all-natural, hyaluronic acid-based joint supplement for a host of reasons:
- No distribution other than the client’s own veterinary clinics
- Less than 30 customers
- Lacking a strong brand story or visual identity
- Generic packaging
- Twice the price of the lowest priced supplement available
- A website with social links but no social accounts
- Little consumer knowledge of hyaluronic acid despite studies and use in thousands of oral, injection and topical products
A Unique Selling Challenge
What they did have was a clear point of difference– JointCharge was the only powdered hyaluronic acid joint supplement on the market.
That wasn’t exactly a good thing.
To market JointCharge effectively, we needed to change the conversation. We need customers to see that buying it in dry form wasn’t inconvenient, it was the best way to buy it.
And because the average consumer had no idea what hyaluronic acid was, we had to build trust.
Outcomes to Date
Over time my contract grew to the point where I became the company’s marketing director, and handled everything from marketing strategy to analytics reporting and project management.
The company began to add customers via education at product shows, AdWords and Facebook, and word of mouth.
Sales growth multiplied from single to triple digit increases in less than three years.
JointCharge is evolving from a single product company to a “health and youthness” brand.
Currently the company is in the process of resolving legal and production issues. Therefore, they have temporarily– they hope– suspended sales while they reformulate the supplement.
As a result, the redesigned website and launch of the company’s first topical product were put on hold weeks before the go live date. The screenshots for this project are real pages, not mock-ups.
It wasn’t a plot twist I imagined when I started to write their story. Hopefully it will have a sequel.
All I can say is for sure is I’m proud of the chapters I created. And the way I was able to change the conversation about joint pain.