Bluechip | Case Study - Xander Marketing

Brief

Introducing Innovation to a Traditional Market

Bluechip Insights, a cutting-edge SaaS company, faced several challenges:

Educating the market about their new approach to site selection
Effectively communicating the value of demographic data insights
Reaching and engaging commercial real estate professionals
Establishing thought leadership in demographic-driven site selection

Messaging

'Messaging First' Brand Created

Using our 5-step brand framework we developed a clear, compelling brand identity for Bluechip Insights. This process helped us define the brand’s voice, positioning, and messaging, establishing Bluechip as “The only site selection tool that pairs people and place.”

This positioning emphasised Bluechip’s ability to combine demographic insights with location data, differentiating it from competitors focused solely on traditional real estate metrics.

Key messaging pillars included:

Instant: Processing 100,000 rows of data in seconds
Individual: Insights down to the household level
Intuitive: User-friendly interface for easy decision-making

Website

Building a Lead-Generating Web Presence

We designed and developed a new website that:

Clearly communicated Bluechip’s value proposition
Served as an efficient lead generation tool
Built using our easy to use WordPress page builder
HubSpot forms and tracking integrated into the website
Showcased Bluechip’s innovative platform and capabilities

Marketing

Establishing Thought Leadership and Targeting Decision-Makers

Our comprehensive marketing strategy included:

Content creation: Whitepapers, case studies, blog posts, and social media content
LinkedIn campaigns: Targeted ads for lead generation and website traffic
Thought leadership: Positioning Bluechip as experts in demographic-driven site selection

Results

Turning Strategy into Tangible Success

Our approach delivered impressive results:

LinkedIn campaigns: 160,505 impressions with a 0.65% engagement rate
Lead generation: 20 high-quality leads, the case study achieving a 16.67% lead form completion rate
Cost-efficiency: Average CPC ranging from $6.89 to $14.12
Organic engagement: LinkedIn content peaked at 13.82% engagement rate

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Messaging, Website, and Marketing Strategy for PropTech Innovator Bluechip