In July of 2023, the Founder of Pixis Drones engaged me to help jumpstart the brand after 21 months of operating. They were competing in a burgeoning market that was becoming increasingly more competitive. Although the company delivered some of the most stunning and highly recognized drone shows, including one for Super Bowl LVI, Pixis' competitors had seized the digital advantage and outpaced them in SERP results for non-branded terms, gained followers on social that were siphoning away brand engagement, and implemented search marketing campaigns that were fueling their growth.
Step 1: Swim out of the Sea of Sameness
My first step was to analyze the competitive landscape and identify market winners and losers. I discovered that every competitor's brand positioning, messaging, and website user experience was a close carbon copy of the other—minor differences without much distinction. So, I started with the basics, identified Pixis' credible differentiators, and adjusted the brand positioning, messaging, and identity to reflect them.
Step 2: Create a Differentiated Brand Experience
The next step in the process was to design and develop a website user experience that catered to Pixis' target buyers' needs, including brands, event planners, and agency partners. The process started by looking outside the drone light show industry, including the entertainment, financial services, and marketing sectors, and gathering inspiration from sites that delivered an exceptional user experience.
Once I fleshed out the fundamental user experience design with my co-collaborator and friend Charles, the next step was to identify the best way to bring the new visual identity to life on the website—the resulting user experience was highly differentiated from the competitive field. I enlisted my longtime collaborator and friend Matt to implement the website on the Pimcore platform, providing the flexibility to develop custom integrations with CRM/Marketing automation and customer service platforms that would enhance the overall customer experience.
Website Image Gallery
Post-launch, the Pixis website climbed Google SERP from page 8 to page 1 for all key buyer phrases and terms within the first 45 days—including industry-specific and geo-specific terms. Organic website traffic increased by more than 350% month-over-month from November to February.
STEP 3: TELL A DIFFERENTIATED STORY
As the website design and development neared completion, I developed a script and storyboard for a new Pixis brand essence video.
STEP 4: REBOOT SOCIAL MEDIA AND GROW FOLLOWERS
Pixis launched its Instagram and LinkedIn presence in 2021. Between November 2021 and August 2022, the company posted 47 show reels that garnered a combined 48K views. I worked with our flight crews to develop a new strategy for capturing the shows, creating a new format and social promotion strategy. Between August 2023 and February 15th, I was able to grow Instagram followers by 1,520%, and the 40 reels we produced garnered 1.85M views. The following is the final sizzle reel I worked on, which contains clips from showreels from August 2023 to January 2024.
STEP 5: DRIVE DEMAND & GROW REVENUE
Pixis was losing the SEM battle against its top competitors on Google. Between August 2023 and February 2024, through the strategy that I developed, Pixis course-corrected and was winning the SEM battle while simultaneously driving down the average CPC each month. Pixis inbound leads increased 950% month over month in that time span.
STEP 6: IMPLEMENT TOOLS AND CREATE EFFICIENCIES
Immediately following the website's launch, I led the effort to implement HubSpot for marketing automation and sales in concert with ZoomInfo SalesOS. With Matt's (Developer) assistance, we implemented custom web forms using the HubSpot API. I created custom workflow automation to ensure that sales operations and sales were notified at each stage of the sales cycle as prospects and customers engaged the site. I developed custom dashboards and reports to ensure the SLT had access to real-time pipeline information.
To enhance the customer experience, I implemented a customer portal with native iOS and Android apps that was integrated with HubSpot. I provided a curated journey from initial onboarding through the delivery of post-show reels and digital engagement reports.
FROM LAGGARD TO LEADER IN 6 MONTHS
Working with the Pixis team on this brand and digital transformation was a fantastic experience. What we accomplished in six short months was phenomenal. I look forward to seeing where they go in the future!