Is it possible for a start-up business to survive in a huge sphere of competition? — Innvendory

Hello! We are Innvendory, a start-up advertising company consisting of 2 members, Zoe Karvela and Rodica Moroi!

Αs part of our courses, we were asked to create a communication strategy for our client, Neaniko.

Neaniko (neaniko.gr) is an online store that supplies mainly household items, but also fitness and sports equipment, and many more. In other words, it is a department store. The company became officially accessible to the greek consumer market in 2022. However, the owner started setting it up in 2021. Despite his young age, 18 years old, he set up both the programming and the accounting part himself. Now, neaniko’s members are increasing, adding people up to 23 years old to the team. Neaniko cooperates with people who are composed and have a clear goal in their minds. At the same time, Neaniko wishes its members would have a strong will for self-improvement, as to them it is a journey of experience and knowledge with an end point of innovation and success.

So, you will possibly ask us how an eshop such common as Neaniko can achieve innovation, especially when it enters a huge sphere of competition with the titans of this industry, such as Public, Plaisio, etc.

The first step was to examine the data available to us. Neaniko has an account on the Facebook, Instagram and LinkedIn platforms, with a more intense and lively presence on the first two Social Media platforms, mainly by sharing visual content. Neaniko’s accounts has only a few followers on each platform, and this results in very little engagement.

Our goal was to create engagement with people so they could make conversions on Neaniko’s website, and finally, sales increase. So, based on the data at our disposal, we decided to create a strategy consisting of 3 main guidelines.

First move: Blog creation

Our first step is to create a blog, and this is because the advantages of this tool are powerful. Firstly, through blog posts we couldcreate relationships with potential consumers, and offer them ideas, as well as solutions to problems, that will make their lives easier. In addition, by blogging we could be able to improve traffic on the neaniko website, and at the same time organic searches by Internet users. This results in the dissemination and awareness of the brand, in a low budget way. Finally, this method allows us to target specific consumers depending on the topic we choose. For instance, we could publish an article with 10 tips for a more organized kitchen. With this article we are referring exclusively to people who are interested in cooking, kitchen and organization, so we get the chance to reach specifically this group of people and avoid users that have different interests.

Second move: Social Media expansion

Up next, we realized that the social media strategy needed an upgrade, and so, we decided to expand the activity of neaniko.gr to a new platform, Tik Tok.

Why Tik Tok? Because this platform can achieve a high number of organic traffic, with and (the most important) without paid ads. In general, Tik Tok gives a business the opportunity to expand its audience, to collaborate with influencers on the platform, but also to increase engagement, given the fact that videos stimulate the audience’s attention more than static photos without sound or motion. It is really important to mention that Tik Tok’s low budget activity could increase brand awareness, even with simple videos, or with promoted. Last but not least, as a bonus, Neaniko gets a chance to approach younger people and turn them into potential customers.

Third move: Merchandising

Neaniko recently adopted a new tactic, which could be characterized as innovative for Greece. One could say that this tactic has similarities with the tactics of Amazon sellers. Briefly, this method has 2 types of external partners: E-sellers and Brand Ambassadors. Both get a 5% discount coupon, and take it upon themselves to promote the products as if they owned the store. For each product, 5% of the turnover brought in by the sale is deducted.

As an advertising company, we undertake to promote this movement, but also to support it by reaching out to potential merchants. The main goal of this method is the creation of feelings of safety and trust of the public towards the brand, and for sure sale increase again.

Recapitulating, our main vision by creating this strategy is to increase brand awareness and sales. We aim to achieve this goal by adding three new key-moves to Neaniko’s path: Blogging, Tik Tok account and Merchandising. As you can see on the below Miro’s diagramm, the main goal is to increase engagement, conversions and sales, in order to raise incomes and to open new paths for innovation.

Thank you for your attention!

Special thanks to Ms. Betty Tsakarestou

Team members: Zoe Karvela, Rodica Moroi