Is Your Marketing Hibernating or Generating?
February 12, 2010
In 2009, the economic downturn forced many companies into the red, leading them to pull back hard on marketing. Without this investment, these companies effectively diverted themselves from the public eye—hibernating until market conditions improved. Now as the recession begins to lift, those who remain in hibernation place themselves at a significant disadvantage, potentially losing hard-earned market share to more visible and aggressive competitors.
Conditions are improving. Despite indications that 73 percent of companies planned to reduce spending in 2009, 54 percent of manufacturers planned to use the economic downturn to pursue new markets—and 46 percent projected a focus on new product development.1 As conditions have improved, these manufacturers are in the market now—looking for the components and technological advantages your products and services provide. The question is this—is your marketing still dormant?
It’s not too late to energize your 2010 marketing strategy now. Savvy marketers know the best times to promote products and services are during or just after a recession, when the competition is scarce. Fewer vendors are vying for the attention of your customers and prospects, elevating your brand to the forefront of their consideration—where you are likely to remain until those customers are ready to make a purchase. Marketers who hibernated in 2009 now must put more effort and dollars into promotions to gain prospects already wooed by active competitors. Those who continue to hibernate until the recession is all but past may find themselves lost among the lesser competition—making it more difficult to convince prospects why they should prefer your brand.
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Transforming a hibernating marketing strategy into one that generates qualified leads and increased sales requires close attention to the paradigm shift that occurred during the recession. Tied closely to the proliferation of online and search tactics, marketing has evolved and culminated in the creation of innovative, yet cost-effective techniques for increasing brand authority and awareness while yielding more measurable results. Our integrated marketing strategy called Orbital Branding® encircles prospects and customers with your brand presence—efficiently utilizing multiple channels to increase brand recognition, accessibility and authority. These tactics create powerful influence in brand preference and purchasing considerations:
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 Please join us for a“de-hibernating” lunch! (we’ll even let you sit inside) Learn more about Orbital Branding.Our free one-hour presentation on Orbital Branding will show you how to make your marketing dollars work harder and go further. Hope to see you soon. Call or email Dennis Gallaher to pick a date: |
Bringing marketing out of hibernation requires tactical integrated marketing campaigns that reach your customers at each stage of the consideration process—from the content they read for application advice, to the print presence that differentiates your company from the competition, to the wide exposure and lead-tracking abilities that online marketing affords when they are ready to purchase. Let us show you how Orbital Branding can elevate your brand to the Next level.
- 2009 GlobalSpec Industrial Indicators Survey
©2009 Next Communications, Inc. — www.nextcom.com
Orbital Branding® is a registered trademark of Next Communications, Inc.
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