Step 1

Discovery

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To effectively position Dunbar in the market, Roveir conducted an in-depth analysis of its unique selling points and competitive landscape. Unlike competitors such as BirdEye and Ovation, Dunbar offers an intuitive and cost-effective alternative without the complexity of enterprise solutions. Key insights included:

1. Business owners prioritize ease of use and affordability.
2. Competitors charge significantly higher fees, creating an opportunity for Dunbar’s pricing model.
3. Businesses with lower-than-average Google Maps ratings or recent negative reviews were identified as key opportunities for engagement.
4. Many potential users were unaware of complaint management solutions and their impact on online reputation.

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Step 3

Strategy

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The campaign was structured around:

• Messaging & Positioning: Highlighting Dunbar’s ability to prevent negative reviews before they are posted, positioning it as an accessible and powerful tool for small business owners.
• Creative Development: Designing ad variations that emphasized key benefits such as affordability, direct customer communication, and ease of use.
• Ad Testing & Iterations: Multiple versions of ad creatives were tested to optimize engagement, based on feedback from the Dunbar team.

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Step 5

What's Next?

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With the foundation set, Roveir and Dunbar are now focused on scaling acquisition, increasing engagement, and refining the user journey for long-term growth. Strategic testing continues to fine-tune messaging and targeting to reach the right small business owners.

Now in the growth phase, we are continuously optimizing for higher conversion rates and sustained engagement, leveraging real-time data to fine-tune acquisition strategies. By refining lead quality, enhancing the onboarding process, and expanding to new markets, Dunbar is well-positioned to become a leader in reputation management for small businesses.

Stay tuned as we continue to scale and drive measurable impact!

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