Have Fun, no matter the category or channel.Integrate your branding deeply into your product - extra important for SaaS / Software ( here is a great blog on effective animation).In low trust environments (such as consumer VPN), having a lighthearted approach can really help explain complex messages and build trust.If you were to launch a consumer VPN today and decided to look at the competition and try to emulate what they were doing, well that would be extremely boring and ineffective. The main takeaway is to be contrarian in a loaded category. So what lessons would I take from TunnelBear? That would be an indicator to me that the business was and is pretty healthy! However, TunnelBear was acquired by McAfee in 2018, with the view of integrating the technology into their own corporate VPN technology while retaining and promoting the TunnelBear brand. It's difficult to obtain the current market shares of the commercial VPN market, so hard to accurately gauge performance on a revenue basis. Beyond that, they seem to have a good SEO groundings. My impression is that they may run some digital advertising, as well as investing in some of the lesser quantifiable channels in the VPN category such as listings / review sites. When it comes to other advertising, I'm not quite sure. These search trends suggest TunnelBear largely holds its own organically, as do the monthly download figures. To reiterate this category is full of spammy ads and extreme discount tactics, rising above and banking on creativity is a perfect counter.įrom my limited research, I couldn't find much evidence that TunnelBear actively advertises too much, certainly not to the extent of some of the other players in the market. In a category where an icon may be all that separates you from five competitors, a bear is a good choice. The "VPN" Snippet on Google likely drives thousands of web visits a month
0 Comments
Leave a Reply. |