Startup speaker company uses a brand-first approach to compete with industry giants
|days to launch site||YoY revenue growth||organic placement on Google|
Building a big brand in a crowded market
FUGOO’s “go anywhere” bluetooth speakers were built to compete on a global scale, but the company first had to find a way to get them into the hands of customers. Even before its first sale, they knew their products had the right mix of stylish design, high-quality components and competitive pricing to succeed. CEO Gary Elsasser was an industry veteran who contributed to the creation of standards such as Bluetooth, and his team had previously designed and built top-selling products for leading electronics companies like Toshiba and Gateway.
However, launching a product line without the benefit of brand recognition was a new challenge. Faced with competition from several well-known speaker manufacturers that spend millions on advertising, the FUGOO team knew they would need to make a big first impression to generate buzz. The company set out to launch an online store during the Consumer Electronics Show (CES) in Las Vegas. With a limited budget and aggressive two-month timeline, it was an audacious plan.
FUGOO tapped branding agency and BigCommerce Partner Magnetic Creative to help. They started with the critical task of choosing an ecommerce platform to power the company’s online store.
“I had seen other companies I’d worked with choose the wrong size of platform and nearly kill the company,” Elsasser said. “So I knew how important it was to find a platform that would not only give us the flexibility we needed to quickly create a custom website on a tight budget, but that would enable us to grow over time.”
Fully customizable, easy to use
After comparing a number of options, FUGOO and Magnetic selected BigCommerce for its highly customizable platform, powerful SEO and easy-to-master administrative tools.
“BigCommerce stood out as a solution my small team and I could manage ourselves,” said Elsasser. “It also didn’t require the upfront investment that other platforms did, and provided us ample room to grow.”
In just two months, Magnetic and FUGOO designed and created a fully customized, experiential and conversion-friendly online store that brought the FUGOO brand to life. They also created a brand voice that positioned the company as a credible competitor to industry heavyweights.
Knowing FUGOO would need to rank highly in organic search results to compete with other speaker brands’ massive ad budgets, Magnetic implemented a comprehensive optimization strategy leveraging BigCommerce’s built-in SEO tools. Their goal was to ensure the site was built to take advantage of the positive product reviews and PR expected at launch.
To further differentiate the brand and capitalize on word of mouth, the company also invested in creating exceptional customer support by integrating customer service platform Zendesk through the BigCommerce app store. FUGOO’s public relations campaign, targeted digital ad buys and customer experience investments provided the perfect mix of low-cost, high-impact tactics.
BigCommerce stood out as a solution my small team and I could manage ourselves. It also didn’t require the upfront investment that other platforms did, and provided us ample room to grow.Gary Elsasser, CEO
Our site has been a source of great credibility for us, and it’s without a doubt a major driver of our success.Gary Elsasser, CEO
Rapid growth, search success
FUGOO launched to great fanfare, garnering a number of positive reviews and excellent media interest at CES. Since then, the company has continued to hone its SEO content to both gain control of long-tail search terms and secure first-page search placement for several highly competitive keywords. Fueled by its strong launch and growing brand recognition, the company forecasts 300% year-over-year revenue growth, and even stronger expansion in the future.
FUGOO’s BigCommerce site hasn’t only helped the company sell more products online. They’ve secured distribution in more than 1,200 retail locations, including a recent partnership with Best Buy. The team now has their sights set on product and geographic expansion, with new additions to its lineup of speakers and new sales markets like New Zealand, Australia, Germany, China and Canada.
“We’re extremely proud of the site we created with Magnetic and BigCommerce,” Elsasser said. “It is so professional and compelling that both consumers and retailers are aghast when they find out we’re a 13-person company. Our site has been a source of great credibility for us, and it’s without a doubt a major driver of our success.”