Posted by: todd on March 07, 2005 @ 6:40:49 am
www.tapcogear.com
Brand Bio: TAPCO revolutionized the pro-audio industry back in 1969 with the very first 6-channel PA mixer specifically made for rock 'n' roll. Designed by audio guru Greg Mackie, the first TAPCO mixer was priced just right for starving musicians and durable enough to withstand mammoth-levels of on the road wear and tear. Today, TAPCO has been reborn-backed by the engineering and product development horsepower of Mackie.
Process/Challenge: Though the TAPCO brand is directly related to the Mackie brand in terms of industry and product offering, it reaches out to a more diverse audience. While Mackie customers are more knowledgeable and experienced, TAPCO customers are typically beginners and hobbyists looking for a solution based on value -– essentially, it’s a more saturated market within the industry. Because of this, we have a broader audience to reach while still maintaining a cutting-edge brand identity.
- New Website: I was fortunate enough to join the company during TAPCO’s rebirth, so I was able to drive the direction of its electronic marketing processes from the ground level. During that time, I watched TAPCO grow from a one-product brand to a full range of value-based gear, giving the brand multiple millions in revenue during its first full year. I took a simple 3-page website and established a full brand resource, complete with a redesigned look and architecture based on the following:
- Artistic guidelines set by the TAPCO Art Director, in order to maintain the look and feel created with the print marketing materials (boxes, brochures, etc.)
- Brand positioning guidelines set by the TAPCO Marketing Director, creating the architecture such that it’s more intuitive with the target customers
- Projected outlook for the TAPCO brand in terms of product offerings; meaning I designed the site and navigation to make expansion a quick and easy process while still maintaining the overall integrity of tapcogear.com.
Multi-language Compatibility: In order to make TAPCOgear.com available to popular native worldwide audiences, I tested several methods to ensure an effective and efficient process. The best approach has been to take advantage of our overseas offices to translate and work directly with me to get the content rolled in quickly. Within one week of getting new pages up on the site, I had the same new pages in French, German, Spanish and Japanese.
