CASE STUDY 04 / EARLY-STAGE GROWTH

NOVUS

CATEGORY CREATION + CUSTOMER JOURNEY

Turning a highly engineered electric motorcycle into a brand, proposition and customer journey people could understand.

ROLE: HEAD OF MARKETING / FOUNDER-LED BUSINESS
TEAM: 2 JUNIOR MARKETERS / 30-PERSON COMPANY
BUDGET: €50K MARKETING BUDGET
SCOPE: BRAND, WEBSITE, CRM, CONTENT + CUSTOMER JOURNEY

THE CHALLENGE

A PRODUCT WITHOUT A CATEGORY.

Create the category before trying to sell the product.

NOVUS sat between an e-bike, a scooter and a motorcycle, taking something from each without behaving exactly like any of them. The product had soft-launched, but the story and route to purchase still needed structure.

With a lean team and a limited budget, the work had to make an unfamiliar product feel credible, desirable and easier to commit to.

€50KMARKETING BUDGET

30PEOPLE IN THE BUSINESS

2JUNIOR MARKETERS

3FULLY BOOKED TEST-DRIVE EVENTS

THE STRATEGY

MAKE THE PRODUCT EASIER TO BELIEVE IN.

I brought the category, audience and customer journey together in one practical plan.

AUDIENCE

Focus the message on people drawn to design, technology and a different form of urban mobility.

JOURNEY

Redesign the website and configurator, introduce HubSpot and define the path from interest to reservation.

COMMUNITY

Launch NOVUS Club to keep customers, investors and advocates close to the business between product moments.

THE CAMPAIGN SYSTEM

MAKE EVERY STEP FEEL MORE REAL.

I connected product content, the configurator, CRM, NOVUS Club and live test drives around one customer journey. Each part answered a different reason someone might hesitate.

MAKE EVERY STEP FEEL MORE REAL.

CUSTOMER JOURNEY / FROM INTEREST TO OWNERSHIP

BRAND STRATEGYWEBSITE + CONFIGURATORHUBSPOT CRMCUSTOMER JOURNEYNOVUS CLUBCONTENT STRATEGYEUROPEAN TEST-DRIVE EVENTSFUTURE LAUNCH MODEL

THE RESULT

CONFIDENCE WENT UP. CANCELLATIONS CAME DOWN.

NOVUS Club reduced pre-order cancellations by 70%, while three European test-drive events were fully booked. The business also had a repeatable journey for future launches.

70%LOWER PRE-ORDER CANCELLATIONS

3FULLY BOOKED TEST-DRIVE EVENTS

€50KMARKETING BUDGET

30PEOPLE IN THE BUSINESS

2JUNIOR MARKETERS

1CRM + CUSTOMER JOURNEY

EUROPEREPEATABLE LAUNCH MODEL

SOURCE: INTERNAL CUSTOMER DATA / EVENT BOOKINGS

CATEGORY, CUSTOMER JOURNEY AND DELIVERY.

Working directly with founders. Category definition. Website and configurator. CRM implementation. Community strategy. Lean content and event delivery.

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