The commercial drone and robot market is exploding; unmanned aerial vehicles (UAVs) and ground robots are being put to work at tasks ranging from border patrol to precision agricultural to inspections. Alive.ai, a drone and robot company, sought to launch a new brand of robots and drones into this rapidly emerging but highly competitive and evolving marketplace.
Alive faced two primary challenges: wishing to establish its brand as the gold standard in the robot and drone industry while educating customers about their options in an emerging market. What did the competitive landscape look like, and how could Alive elevate itself above the early incumbents in this space? Who were the buyer personas of drones and robots for companies, what were their needs, and what questions did they have about the current products and solutions in the market?
The commercial drone and robot industry is brand-new. Many buyers in this space have never bought this type of product before. They do not know what their options are, or even which specific business problems can be solved with drones and robots. We discovered that while there were plenty of buying guides for the consumer market, there was very little information available for commercial buyers; they were left to figure out this new industry on their own. This presented an opportunity for Alive to establish itself as a thought leader.
Our solution was a compelling, educative user experience that didn’t just pitch potential customers but took them on a journey to determine their needs, match them with suitable options, and give them the necessary information to build a business case for their executive team, including a purchasing budget guideline and an equation to create a return on investment. The customer journeys were personalized according to industry and included visual and informative vignettes that resonated with users, along with videos that demonstrated how the drones worked and built excitement about the brand and its products.
The result was the successful launch of a new brand and marketplace architecture that garnered inbound demand generation and assisted in raising additional funding for the company. The brand and company executives were established as thought leaders, invited as guest speakers and presenters at numerous industry events as well as receiving inbound publication inquiries. Additionally, several programs were successfully piloted with a number of industries and clients.