Take a look at the TickIt web site.

Creating a profitable future for our client and their customers

Most every client, product or service that any ad agency encounters has a history — replete with a combination of traits, associations and experiences already ingrained in the marketplace.

Our newest client, TickIt Trading Systems, came to us with a new game-changing software for professional futures traders — and a new opportunity to create, shape and shepherd the branding of the company and its product from the ground up.

While we started with a blank slate, we weren't operating in a vacuum. Before we put pen to paper, we did exhaustive secondary research to illuminate insights and opportunities in the marketplace and guide our strategies and tactics. It's an approach that encompasses a thorough understanding the product and the industry…an evaluation of the competition and target market…how purchase decisions are made and how to overcome resistance.

The TickIt brochure seamlessly integrates with the other campaign components.

The competition consisted of a category killer with about 90% market share and nearly universal name recognition — and a handful of other companies that took their lead from the market leader. Rather than falling in lockstep behind the leader, our strategy was to distinguish and separate the brand in the marketplace.

The first point and most fundamental point of differentiation is the name we selected. With the market already littered by descriptive names that invariably included the word technology, we went with one more aspirational. The TickIt name was derived from two common terms in the futures market — a tick is an important measure of pricing momentum and an order ticket is the means by which every transaction is made. Equally important, TickIt connotes entry to a whole new era of trading via the advanced tools and superior performance this trading system provides.

LKH&S developed a logo for the company using strong, non-traditional colors and incorporating tick marks to instantly communicate the nature of the product. The logo and color scheme were designed to visually complement and reinforce the new company name — and contrast TickIt's identity with its competition.

Messaging was developed that conveyed the promise TickIt makes to "shift the paradigm of futures trading." It was a message that connected with the audience…was supported by the unique advantages that it provided to traders…and that has been consistently deployed across a wide range of communications targeting futures traders.

It’s a message that comes across loud and clear on the interactive web site we created — www.tickit.com. And, it is consistently deployed on everything from the trade show booth and print to premiums and public relations that were developed to launch the new brand.

Additionally, LKH&S advocated a 30-day FREE trial offer to build excitement, overcome marketplace resistance and induce trial of this innovative new product.

TickIt made its debut with a lot of fanfare, thanks to the trade show booth designed by LKH&S.

The results have been impressive to date: traders are taking advantage of the free trial; new users of TickIt include those who had not previously traded on an automated system as well as traders switching from competitive products; and web site activity ranges from 30 to more than 100 hits per day.

"There's a lot of interest in TickIt among futures traders," says TickIt Co-Founder and President Michael Unetich, "and everyone who tries TickIt wants to know how soon they can get it."

If you're introducing a new brand or want to enhance an existing one, be sure to call LKH&S to discover all we'll do to ensure it has a bright and profitable future.

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