We caught up with the brilliant and insightful Neron Meiler a few weeks ago and have shared our conversation below.
Neron, appreciate you joining us today. Can you share a customer success story with us?
One of our biggest challenges and top clients is Maxicon: a South Florida company using engineering and technology for building smart homes.
Maxicon’s catalog includes everything related to the design, development, implementation, and maintenance of smart homes.
Nowadays, the brand’s technology-driven and state-of-the-art craft have garnered an impressive engagement. Their website enjoys high traffic and engagement from prospective clients thanks to its new customer support windows (contact forms, chat, and landing pages). They’re continuously generating new sales and leveraging business opportunities focused on their customers.
Strategies and Implementation
We managed an inbound marketing strategy with two goals: optimizing their website and restructuring their social media presence. We wanted to introduce an omnichannel perspective.
Firstly, online brand equity needs to be built, measured and managed under a customer-centered approach. Screen Media Group’s goal was to increase Maxicon’s brand resonance.
Our experts set up a responsive, intuitive, and user-friendly website that imitates the emerging experience of their showroom in their website.
We also implanted three contact forms on the Maxicon website to respond to different contexts. These forms were then embedded on the “Home,” “Contact Us,” and “Support Pages”. The idea was to gather a specific response for each form, making it easier to track different types of leads.
Our next step was to implement a lead classification system. We decided to classify leads into three different groups:
- Active Clients: Customer support leads who need help with their current Maxicon services and/or require tech support.
- Prospective Clients: Website visitors interested in signing up for one or several Maxicon services.
- Showroom Visitors: Website visitors who filled out a form requesting to schedule a live demonstration at the Maxicon’s showroom.
By classifying leads this way, Maxicon could start to tailor the user experience and support to match a user’s specific needs.
Through a mix of automated email sequences, bots, personalized customer relationships, and open conversations, Maxicon set a turning point in its engagement with potential customers.
Some milestones achieved include:
- Creation of three contact form-workflows. These allowed Maxicon to track their potential and existing customers’ data.
- Set up a new way to leverage data, a company’s most important asset. We made it possible for Maxicon to siphon lead information from their website through an add-on coded by Sendinblue, which was embedded into the website’s backend.
- Enhancement of corporate communications. We gave Maxicon execs their personalized credentials to sign into Sendinblue and use it to their discretion to streamline their communication with potential customers.
- Strengthening of internal processes. Maxicon developed a new internal debriefing form so their team could handle the clients’ needs efficiently and in a more personalized, traceable, and detailed fashion, case by case.
- Skyrocketing the return of investment and profits. Last but not least, we boosted Maxicon’s productivity and helped them grow their sales volume.
At SMG, we are true passionates and devotees in the power of tech, and we try to share this passion with our clients. In fact, Maxicon was no exception: we established Sendinblue as their core customer relationship management platform and multi-marketing tool.
The strategy results were magnificent. We were able to make our automated lead generation strategy a reality. Screen Media Group and Maxicon are both proud users of the software. We are always thrilled to spend time easing our clients’ lives with all the cool features it offers.
The icing on the cake of the new Maxicon’s online experience was a renewed social media campaign. We wanted to transmit all the luxury, comfort, and easiness of investing in smart home projects through mobile screens. We nurtured the audience using all kinds of audiovisual material and evergreen content.
Our clients are more than commercial collaborators: they are our partners. Our bond has motivated us to push our limits on every project. We have teamed up with a few of them as partners and work based on results. It is gratifying to achieve this day by day with the companies we work with.
Neron, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Entrepreneur, futurist, and digital innovation strategist. I have envisioned, incubated, developed, launched, and led businesses and teams to be pioneers in the next 5.0 era of digital marketing, innovation, disruption. I love multitasking. I also work as a private consultant and speaker on marketing-related topics & technology applied to corporate management. Finally, I’m the CEO of one of the top Digital Marketing Agencies in the USA focused on Hispanics and Latin America, with a 20-year-old experience in the market.
Can you share a story from your journey that illustrates your resilience?
We are in an industry in which we constantly are trying new things to solve our clients’ problems. Marketing strategists are constantly researching, benchmarking, and crafting original ideas aiming to create something entirely new, something fresh. We are getting used to the feeling of working under volatile situations, unexpected outcomes, and tight deadlines.
More than a resilience story, I think this is an oxymoron story:
One time, we were working at the Miami International Airport years ago. I was responsible for implementing a Digital Signage Project. The task was to control a 20-monitor video wall that displayed high-definition videos. However, the greatest challenge was the terrible 1.5 Kb internet connection.
We envisioned a new software to replace manual, on-site tasks with remote control of the content in the monitors.
Unfortunately, at that time, it was better to go to the office, retrieve the files, return to the airport, pass the security clearance, and install the updates than waiting for the files to upload to the screens.
Can you tell us about a time you’ve had to pivot?
The logic is simple: if you continue to recycle or copy old ideas, fail to innovate, aggressively cost-cut, or only focus on maximizing your revenue at all costs, your brand will eventually disappear. All these mistakes dampen innovation.
Many companies have already disappeared from the customers’ minds but have not yet realized it. When they do, it will be too late.
Losing brand equity is a consequence of losing out of sight the business’ core ideology and vision amid an evolving, highly-competitive, and unpredictable era. Current customers now think twice when consuming a brand. That explains how Kodak, the world’s leading photography company, went bankrupt the year the most photos were taken in our society. Ironic, isn’t it? The same happened with Harley-Davidson, Heinz, Blockbuster, and the list is infinite.
We take every macro and micro event in our world with silk gloves. For instance, we know that we won’t go back to how it was before the COVID-19.
Screen Media Group has changed so much, our clients have changed so much, and the market has also changed. Your brand needs to adapt to these changes to stay relevant. Not even Fortune 500 companies stick to the same strategies forever.
Companies now need to conduct research, invest resources, and spend a lot of time engaging and nurturing their target audiences. 5.0 companies should provide fast and responsive solutions. This can only be achieved through the implementation of digital transformation.
There is not a size-fits all-solution. However, there are commandments in this game: you need to think about ways to reinvent your business and be able to pivot in any circumstance, beneficial or not. The ability to experiment with different paths and alternatives to find timely solutions and opportunities is a mantra that should permeate every department in an organization.
As we explain to our clients to whom we offer our services, digital tools can ignite the missing spark in their companies. This, in conjunction with the necessary change of mindset pro-consumer.
Contact Info:
- Website: https://screenmediagroup.com/
- Instagram: https://www.instagram.com/screenmediagroup/
- Linkedin: https://www.linkedin.com/company/screen-media-group/
- Other: About Screen Media Group Screen Media Group is a Top Digital Marketing Agency that helps Latin and Hispanic companies enter the US market as well as US companies that want to conquer the Latin and Hispanic audiences.
Image Credits
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