Award-winning branding, rebranding and package design

How brands outshine, outlast and outperform their competition

  • Home
  • Start Here
    • About David Brier
    • In The Press
    • Speaking
    • The #1 Alexa Skill on Branding and Rebranding
  • Branding
    • Branding Articles and Portfolio
  • Videos
  • FREE EBOOK – DOWNLOAD YOUR COPY NOW
  • Contact
  • Blog

A Stunning Way to Convert Prospects into Customers

converting prospects into customersAsk any CEO what their primary goal is and most will tell you converting prospects into customers.

The goal was simple, “Blow prospects away exceeding all their expectations—and industry standards—of what a sampler kit could be for mosaic tiles.”

Converting prospects to Customers and the elves who make it possibleShown above are the “Tile Elves” at Mercury Mosaics (Founder Mercedes Austin is second from the left)

When to Ignore Expectations

When I sat down with Mercedes Austin, Mercury’s founder and creative leader, we discussed her product and how people were introduced to her handmade mosaic tiles, once they expressed interest in the product.

Upon initial inspection, I discovered when prospects asked for samples (from homeowners to international lifestyle brands with brick and mortar locations), the tile samples sent were shipped in a box that was a common corrugated box with styrofoam internal padding with labor-intensive requirements when put together with tile samples. So it wasn’t particularly practical and it did not convey the attention to the detail Mercury Mosaics was known for—the kinds of details that would never contribute to converting prospects into customers.

According to Mercedes, “The problems we were solving were two:

  1. Have our tiles proudly & distinctly stand out from the competition, and
  2. Transport the client from a place of being overwhelmed to a happy place of inspiration, needing just a few more steps before embarking on their own unique tile project experience.

“We wanted clients to understand the greatness they were investing in when they chose Mercury Mosaics. Mercury is the god of skilled trade and craftsmanship and that box was the embodiment of tiles–made by hands, crafted by humans–right here in the US.

“Lastly, we wanted the box to act like a mini-billboard for our client’s friends and family to create buzz, interest and, of course, some tile envy!”

tiles that convert prospects into customers

The Untold Story

One important detail that seemed to escape prospects were that these were handmade tiles, made right in the studios of Mercury Mosaics instead of someplace else (and then distributed by Mercury). So the solution had to help clarify they were handmade here, that no two tiles were the same, that love, care and passion were instilled into every tile and that you were experiencing something real, and not merely distributed.

This problem dictated that we would develop a design that looked handmade (hence the “brush stroked swatches of color on the box) and the new slogan, “Made by hand. Crafted by humans.”

Converting Prospects into Customers

The goal was to create an easy-to-use sampler that blew away the customer.

In terms of aesthetics.

Function.

And pride of ownership.

The goal was make it so awesome that people would either:

  1. Display this proudly on their desktop or bookshelf and
  2. Be missed when it wasn’t around since it was so damn good-looking and nearly telepathic in its usefulness.

How good would we need to be to convert a lukewarm prospect into a sizzling hot lead?

How much would we have to exceed expectations not only of the customer but of the industry?

Those are the questions we had to ask ourselves.

Here is our answer.

converting prospects into customers for Mercury Mosaics

Here, the top flap is opened exposing the velcro tabs that secures the top flap and unveils the inserts that house the sample tiles:

converting prospects into customers for Mercury Mosaics

Shown below is one of the inserts with the Sampler Pack shown from different angles:

converting prospects into customers for Mercury Mosaics

And here is the top of the box with the new slogan:

converting prospects into customers for Mercury Mosaics

Included in the Sampler Box is this insert that educates the prospect:

converting prospects insert

Does your brand have a strategy that will help your brand convert mere prospects into customers?

Related articles:

Social Media vs. Branding: Which One's Losing and Why?
For Entrepreneurs: When to Stop
Why Isn’t Your Brand Differentiation Working?
The 5 Killer Fast Company Posts You'll Never Find

Filed Under: Branding Blog, Portfolio Tagged With: branding, business growth, entrepreneurs, package design

Schedule An Appointment

Speak-with-David-Brier
« Emotional Branding: How Do You Tap into this Secret Ingredient?
The 4 Mistakes To Avoid That Will Suck The Life Out Of Your Brand »

Search

What is Branding?

MAGIC OF BRANDING

“DAVID BRIER IS A BRANDING GENIUS” — GRANT CARDONE

David_Brier_WITH_GRANT_CARDONE

First Time? Click Here.

START-HERE-GRAPHIC

Branding, Rebranding & Other Entrepreneurial Strategies

  • Brand Development (5)
  • Brand Identity (6)
  • Brand Leadership (59)
  • Brand Strategy (38)
  • Branding (54)
  • Branding Blog (188)
  • Branding Case Studies (21)
  • Branding Insights (16)
  • Design (16)
  • Design Inspiration (5)
  • Inspiration for Growing Companies (26)
  • Leadership (34)
  • Logo Design (6)
  • Must-read List (11)
  • Package Design (4)
  • Podcasts (13)
  • Portfolio (81)
  • Power of Words (16)
  • Rebranding (31)
  • Seen on Fast Company (10)
  • Seen on Slideshare (6)
  • Social Media (36)
  • Storytelling (89)
  • Tourism Branding (1)
  • Uncategorized (Indecision at its Finest) (27)
  • What is Branding (7)

GET FREE UPDATES

BRANDING INSIGHTS DELIVERED RIGHT TO MY INBOX

I want to join the thousands of smarter businesses and brands that already receive free updates, case studies and smarter strategies to defy gravity and rise above the noise.
* indicates required
Email Format

What Does R.O.I. Really Mean For Your Brand?

David_Brier_on_Great_Branding

Brand Intervention Gallery

Before & After Brand Transformations

Before & After Examples

Package Design

Package Design

Brand Identity

2012-BRAND-IDENTITY-2

Tourism Branding

Tourism Branding

Technology Branding

Technology Branding

The Branding Book That Redefined the Rules — Now in Hardcover and epub format

Free eBook -Defying Gravity and Rising Above the NoiseThe definitive book on branding, "Defying Gravity and Rising Above the Noise" by David Brier is now available in hardcover as well as in ePub format readable in any browser or iPad. Get your copy here.

Testimonials

What Design Taxi Had to Say

"Brier goes through [with his free Lucky Brand ebook] the evolution of brands in the changing face of communication and seeks to answer three key questions: How to stand out; How to be noticed at all; and How to be thought of when it's time for your customer to buy.”
Design Taxi
Award-winning branding, rebranding and package design
2013-06-21T10:20:47-05:00
"Brier goes through [with his free Lucky Brand ebook] the evolution of brands in the changing face of communication and seeks to answer three key questions: How to stand out; How to be noticed at all; and How to be thought of when it's time for your customer to buy.” Design Taxi
https://www.risingabovethenoise.com/testimonials/design-taxi/

As seen in Forbes.com

“An award-winning brand specialist consulting small-to-medium sized companies and cities as well as a Fast Company expert blogger.”
Forbes.com
Award-winning branding, rebranding and package design
2013-06-21T10:07:32-05:00
“An award-winning brand specialist consulting small-to-medium sized companies and cities as well as a Fast Company expert blogger.” Forbes.com
https://www.risingabovethenoise.com/testimonials/forbes-com/

As Seen in Firmology

“David’s work has earned him over 320 industry awards and can be found everywhere and anywhere you look, from his expert blog on Fast Company to his #1 ranking YouTube channel. David may head a creative design agency, but I liken David to an entertainer at the top of his game.”
Firmology
Award-winning branding, rebranding and package design
2013-06-21T10:10:16-05:00
“David’s work has earned him over 320 industry awards and can be found everywhere and anywhere you look, from his expert blog on Fast Company to his #1 ranking YouTube channel. David may head a creative design agency, but I liken David to an entertainer at the top of his game.” Firmology
https://www.risingabovethenoise.com/testimonials/as-seen-in-firmology/

El Paso Chile Company

"DBD rocks. To express how good they are would require words they probably couldn't publish. I love DBD's work.”
P.K. - President, El Paso Chile Company
Award-winning branding, rebranding and package design
2013-06-21T10:11:10-05:00
"DBD rocks. To express how good they are would require words they probably couldn't publish. I love DBD's work.” P.K. - President, El Paso Chile Company
https://www.risingabovethenoise.com/testimonials/el-paso-chile-company/

One of the best branding minds and talents in business today

"The way David Brier worked with me and embraced my project, I see why he's considered one of the best branding minds and talents in business today.”
New York celebrity skin care expert, Joanna Vargas
Award-winning branding, rebranding and package design
2013-06-21T10:12:03-05:00
"The way David Brier worked with me and embraced my project, I see why he's considered one of the best branding minds and talents in business today.” New York celebrity skin care expert, Joanna Vargas
https://www.risingabovethenoise.com/testimonials/one-of-the-best-branding-minds-and-talents-in-business-today/
0
Award-winning branding, rebranding and package design

Ready to Defy Gravity?

For over 30 years, David Brier has worked with large and small companies and startups that refuse to blend in and want — not only a brand that has something to say but — a brand that demands to be heard: to defy gravity and rise above the noise. Read More…

The secrets behind explosive growth

What to do when you're not Joe Rogan
Luxury Brand Success for Nimbl
Why Branding Matters to an Australian Company
the perfect brand extension
serving customers the right way
Rebranding a Company: Woof! Woof!

Subscribe to my Branding Insights email and get my Free E-Book on Branding


You Know You Want To...
Copyright © 2022 · COPYRIGHT DBD INTERNATIONAL, LTD. ALL RIGHTS RESERVED · Privacy Policy · Log in

...