Case study · Corporate gifting
Blue Sky
Trust, priced and proven.
Moved 24 years of client trust out of the relationship and onto the page. Demos doubled in under two months and cost per lead fell 66%.
My role: Fractional CMO. Repositioning, brand refresh, acquisition strategy, and the sales process rebuild underneath it.
What happened
2x
Product demos doubled in less than 2 months
17% to 28%
Repeat customer rate increase
66%
Decrease in cost per lead
191%+
Website traffic increase
Where they were stuck
Blue Sky had 24 years of relationships and a website that sold transactions. Promotional products is a commodity category. Everyone sells the same Yetis, and the pricing race has no winners. Every conversation collapsed back to price, no matter how strong the relationship behind it was.
What the market believed
The market believed Blue Sky was one more swag vendor. What Blue Sky actually sold, deep client trust and turnkey delivery, was nowhere on the page. The story the company lived by was locked inside its relationships, invisible to every buyer who had not already worked with them.
What I changed
Move the story out of the relationship and onto the page.
- Differentiated GTM. Reframed the offering as turnkey corporate gifting, not transactional swag.
- Brand refresh. New logo. New website. New voice.
- Acquisition strategy. Rebuilt the marketing engine around the new positioning.
- Lead generation. Launched campaigns tied to the new value proposition.
- Customer loyalty. Surfaced the relationship moat with programs that rewarded repeat buyers.
- Sales process rebuild. New marketing-to-sales funnel. New one-pagers. New decks.
- Process automation. Implemented tooling to take busywork out of the relationship work.
- Field activation. Webinar and in-person trade show strategies.
Plus an 18% improvement in return on ad spend across the new acquisition mix.
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