KATRIS
For the newly created cat furniture products in the United States, Haptik has a series of overall corporate plans for them from the initial U.S. market planning to brand and product design, and even the successful cases of the fundraising platform. The following will introduce the complete success story process in detail.
strategy
U.S. market research and Planning
First of all, Katris has set the United States as the main sales and operating market. Haptik first conducts an overall understanding and investigation of the pet market in the United States. Through a series of surveys and studies on the customer base, age group, gender and region of cats, a report was submitted to Katris as the first pre-operation to enter the U.S. market.
In addition, a detailed analysis and research have been done on the cat product market and the price and quality of related products, as well as the market positioning. Regardless of the competitive products of the product and the analysis of the advantages and disadvantages of the product itself, as well as market estimates and future planning, etc. In this way, we can also discover the cost performance in the market and make more accurate arrangements for entering the U.S. market in the future. Since Katris' products wanted to be planned in the direction of environmental protection and non-toxic at the beginning, we have also used all our experience in the materials and raw materials of the products themselves, as well as relevant U.S. environmental regulations and other issues to research and provide opinions.
Finally, for the part of the U.S. sales platform, all major pet shopping platforms and channels will also be studied and introduced in detail, so that you can have a considerable degree of understanding before entering the U.S. market. Of course, in the early stage, Haptik will also suggest suitable sales platforms and channels for Katris's own products, as well as the company's image and tone. In addition, logistics and product warehousing and other issues will also be discussed together. Katris itself hopes to be the first to enter Amazon's online platform for sales, so logistics and warehousing will have different processing methods depending on the platform. We also provide quite complete and detailed content for customers to evaluate.
brand
KATRIS IS designed to meet the needs of cats TO explore and play, and to enhance the SPECIAL relationship between PETS AND humans.
These lettering labels are only composed of rectangles and squares, reflecting the consistently excellent creative standards of our customers. There are countless combinations of these shapes, which are more dynamic when presented on product web pages and physical propaganda. Cyan-green, gray and black are the main colors, while the modular cat jumping platform is equipped with auxiliary colors and patterns.
Establishment of brand recognition system
Katris has communicated with Haptik from the beginning of the establishment of the brand, from the beginning of the brand naming and subsequent brand logo design and a complete series of corporate identity image systems. All made by Haptik. Katirs' brand name is named after the image of the company's first product. It consists of five modular cat scratching boards of different shapes that can be arbitrarily combined into a cat tree, a cat bed, a table, or a cat ladder. Objects suitable for cats and their owners to use in a common environment. The creative idea of these five different shapes of cat scratching boards comes from the shape of Tetris, so we combined Cat and Tetris to form a new brand name ”Katris”.
After the establishment of the brand name, because Katris pursues environmental protection, durability and quality assurance. We also use this as a starting point to establish the brand story that the brand should have and the main direction of business management. Both in the design of the logo and in the follow-up brand spirit and marketing promotion, it is used as the main axis to think and extend. First of all, let's discuss the process of establishing a corporate identity system for brands here. Of COURSE, the logo is designed according to the brand name and the type of the product. Therefore, the English characters and the characteristics of the product itself are used in the product identification logo. The stacking and matching of building blocks and geometric figures produce a harmonious and easy-to-identify English KATRIS six fonts, which also include the three shapes of the company's products and the three shapes of the company's products.Deepen the relevance between the brand and the product; therefore, increase consumers' recognition of the brand and the product.
In terms of color selection, because the products are advertised as made of all-natural pulp and recyclable materials, in addition to market research, it is pointed out that the proportion of cat lovers in the United States is mostly women, so in the choice of colors, we will look for Katris' exclusive colors in the direction of environmental protection, greening, freshness, and liveliness. After a long period of communication with customers, the brand spot color of aqua blue and green Tiffany green was selected. This kind of exclusive color makes Katris stand out in the brand recognition of competitors. The bright and bright aqua blue and green talk about the youth of the brand and the increase in eye-catching. In addition, it is also in line with the main axis of the female market. Katris entered the cat product market at the beginning. It can be quickly recognized and quickly promoted. The effect.
Standard characters and logo usage specifications have also saved a lot of trouble for newly established companies, and as a result, the company's consistent corporate identity has been established. In addition, in terms of brand touch point design, Haptik has also established a complete series of related promotional materials for customers, including business cards, online and physical documents, including business cards, online and physical document form specifications, promotional materials, posters, employee T-shirts, product packaging, etc. A complete set ofExtended design of enterprise identification system. With such a complete brand touch point design, the company's own employees can not only recognize all corporate specifications and related documents and even image symbols, but also synchronize with the corporate philosophy. In addition, through these set of systematic design projects, the overall corporate image will be improved, and the new brands that are just beginning to enter the cat product market will not seem to lack organization and lack consumer trust.
packaging
The packaging and product body are made of recycled corrugated cardboard.
We use exclusive packaging engineering and structural knowledge to develop a streamlined and efficient packaging system. The shipping box is simple and unique, does not require plastic sleeves or bubble paper, and can also protect KATRIS product parts. The modular cat platforms are all pre-assembled, but customers can choose whether to pre-assemble the cat beds or ship them in bulk in order to experience the interesting assembly process.
website
The MAIN page is dominated by the white background of the KATRIS trademark in the shape of BUILDING blocks, and the scene of cats enjoying the KATRIS cat bed carefree can be seen everywhere. The brand representative color permeates the entire website. On e-commerce websites, we put photos of humans, cats, and products to show diverse interaction patterns and product usage scenarios. The product website focuses on the special relationship between humans, cats and the surrounding environment, and explains the advantages of KATRIS products. At the same time, it promotes cat behavior patterns and due feeding responsibilities to owners.
Photography animation
KATRIS SHOWS PHOTOS OF HUMANS AND CATS PLAYING AND LIVING IN A GROWING ENVIRONMENT. It can be seen from the picture that KATRIS products are integrated into the home environment, and the cat enjoys exploring in it, and the overall feeling is bright and warm. The CAT leaped over the KATRIS pattern, blurring the line between the cat scratching board and modern furniture. In ordinary days, how wonderful this pleasant moment is. Whether YOU NEED TO PLAY, EXPLORE, SCRATCH OR SLEEP, KATRIS provides THE RIGHT ACCESSORIES FOR EVERY MOMENT OF YOUR CAT.
Net celebrity marketing
Social Marketing Layout–Internet Celebrity Marketing
Invitation to cooperate with Katris–the world's number one cat net celebrity Nala cat.
Nala cat is the Guinness Book of World Records holder, the animal with the most fans in the world, has more than 450 million followers on Instagram, and has even been interviewed by Oprah! This successful cooperation brought 59,000 likes and countless retweets to Katris in a single post, and a lot of exposure opened up the brand's reputation.
Miniature net celebrities are in charge of long-term linear heat to maintain stability
Many brands regard net celebrity marketing as a one-time marketing activity, but many big brands have long budgeted for micro-net celebrity marketing as a long-term brand exposure. Katris has cooperated with more than 50 European and American net celebrities one after another, gaining a large number of contacts with more than 250,000 accounts, excluding the follow-up spontaneity of net celebrities.The same exposure is calculated based on advertising costs, saving customers媒体16.62k in media exposure value.
Customized sweepstakes for pet fans
In addition, the brand's two-year anniversary lucky draw has also been held to participate in brand activities and give away customized cat shopping bags. Professional painters are invited to draw fans' domestic cats and combine them with brand products. The lucky draw posts have a high interaction rate of 9%, which is much higher than the average of 1-3% on social media, relying entirely on natural traffic.Promote with many micro-Internet celebrities, save advertising funds, and create a high community topic.
Crowdfunding
The product successfully raised NT55,187,257 TWD in 2019, accumulating 3,223 supporters
Kickstarter is no longer just a way of raising funds, but also a marketing method that quickly exposes to everyone. Kickstarter and Indiegogo, the two largest fundraising platforms in the United States, are the two most well-known crowdfunding platforms in North America. Katris effectively used these two platforms to successfully raise funds in North America.
Haptik did a better job before raising funds: Pre-Launch Community
A successful fundraising and listing event has a perfect pre-preparation. We have all seen too many Facebook ad collection lists that rely on Facebook alone, and we have traveled all over the world in one move. After the Email list meets the standards, the conversion rate is too low... Why? Because everyone has been waiting for too long! By the time the product goes on sale, everyone has forgotten about you. Common fundraising planning includes market research, brand positioning, cost pricing, marketing content production, marketing activity planning, etc. But Haptik did more than that. We helped Katris build a peer-to-peer community, posting regularly and holding various sweepstakes three months before the listing in advance, with the aim of keeping this group of high-adhesion fans popular and becoming our ultimate fundraising supporter!
Fundraising begins Haptik integration of local resources in the United States: Launch
Haptik has a local team in the United States, which can truly directly contact the media and Internet celebrities of all parties to effectively expose the brand. Katris successfully demonstrated how good cat furniture can change the habit of cats who love to scratch furniture and directly solve the pain points of cat lovers in the eighth season of the American super Red pet show–Discipline of Evil Cats. In addition, more than 50 Instagram influencers were customized for Katris to promote, and 10 bloggers recommended articles. Haptik has built a strong network of relationships for Katris. The publicity effect has been a long-term positive impact on the brand. We believe that good PR and KOL can always bless the brand on social networks.
The fundraising is over. Haptik's painless integration and follow-up development: Post-Launch
A truly successful fundraising event will help your subsequent development in North America. Katris later took DTC (facing consumers directly) and continued to sell products through Shopify. Use supporters on the fundraising platform to send thank-you cards and hold sweepstakes to channel everyone to write comments on Shopify. Haptik's North American team has extensive experience in helping Katris' follow-up development painlessly.
