Case Study – Cobra Ties

case_cobra_200Inbound Marketing Technology & Methodology

Cobra Products needed to communicate that its unique low-profile Cobra Ties are highly specialized products (unlike similar commodity offerings), and were a fantastic fit in the bicycle industry. Grant Marketing created an inbound marketing strategy that helped Cobra Ties break into new several markets. It including content marketing, blogging, social media, email marketing, online press releases, and online advertising—implemented and tracked on the HubSpot inbound marketing automation software platform.

The Situation

I n 2013 Phil Holman purchased the rights to Cobra Ties, a low profile cable tie with a unique head shape that resembles a cobra’s head. When applied the tie provides a secure hold with a low profile head that makes it aesthetically appealing and safe to handle. A new company was created to market the Cobra Tie and other standard cable ties. The company needed a new branded look and a brand positioning statement for Cobra Ties.

Insight/Brand Strategy

T he definition of a brand is “evidence of distinction”. Making the claim and putting the delivery mechanisms in place, is however, only the first step. We must share it with the marketplace and then back it up with internal programs that deliver on our claim – provide the evidence. Who we are and what we claim to be are often different, but with focused attention and deliberate activities the evolution can be accomplished and the benefits realized.

From our proprietary brand discovery session, Focus 2020™, Cobra Products determined that the unique selling propositions of the Cobra Tie was:

  • Provided safe handling, especially in close quarters.
  • Low profile look
  • Visually appealing A series of interviews with customer who purchased the Cobra Tie was conducted by Grant Marketing to verify Cobra’s claims and to assess their impression and identification with the Cobra brand

A series of interviews with customer who purchased the Cobra Tie was conducted by Grant Marketing to verify Cobra’s claims and to assess their impression and identification with the Cobra brand. From the research gathered we were able to establish Cobra’s Brand Positioning.

A Brand Positioning Statement was created to reflect the product, how it was applied and it key diffentiation.

Supporting Messages were developed to back up those key differences.

A new tagline was developed as well

“Holds Tight. No Bite.”

Marketing Strategy

G rant Marketing created an inbound and outbound marketing strategy that included a contest posted on social media pages, monthly press releases, e-mail marketing, social media marketing, and advertising much of it implemented through marketing automation and tracked for effectiveness through our marketing automation software.

Visual Outcomes Below