Project manager Brian Gao and his team at Vinpok knew that their company’s long-term success depended on building a brand. But even after three campaigns, Brian and his team still didn’t have a precise sense of their positioning and target customer. They wanted their crowdfunding campaign for the Vinpok Split, a portable touchscreen monitor, to be their biggest launch yet.
Vinpok identified three objectives that would help the Vinpok Split raise over $1 million:
- Craft distinctive messaging and positioning that went beyond their products to promote the aspirational lifestyle Vinpok helped backers achieve
- Develop customer personas to understand their buyers and pain points they were trying to solve
- Establish a brand philosophy and distill what made Vinpok stand out from the competition
But these goals required intensive market research and consumer analysis, and Vinpok didn’t have the resources, time, or expertise to do it themselves.