New Feature Article from Next Communications, Inc. Asks the Question: Is Your Marketing Hibernating or Generating? Try Orbital Branding.

    MINNETONKA, MN, February 18, 2010 /24-7PressRelease/ -- In 2009, the economic downturn forced many companies into the red, leading them to pull back hard on marketing--with some cutting funding by 50 percent or more. 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.

Despite indications that 73 percent of companies planned to reduce spending in 2009, 54 percent of companies planned to use the economic downturn to pursue new markets--and 46 percent projected a focus on new product development.1 As your target audience prepares to lay claim to new market share, your company cannot afford to remain dormant: these manufacturers will require the components and technological advantages your products and services provide.

The time to establish your 2010 marketing strategy is now. Savvy marketers know that one of the best times to promote products and services is during or just after a recession, when the competition is scarce. Fewer vendors are vying for the attention of your customers and prospects, bringing 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 competition--making it more difficult to convince prospects why they should prefer your brand over others.

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 for your marketing dollars. Our integrated offline, online and content development strategy called Orbital Branding encircles prospects and customers with your brand presence, utilizing multiple channels to increase brand recognition, accessibility and authority--thus effectively influencing their preferences and purchases.

Off-Line Recognition: Search engines have leveled the playing field for competitors, placing multimillion-dollar corporations next to home businesses in search engine results pages (SERPs). The first step to differentiating your company from the competition is increasing brand recognition. This is most effectively accomplished through trusted offline tactics such as print media: two-thirds of online searches are prompted by an offline channel.2 The legitimacy print lends to your brand leads to increased preference and drives users to search online for your company, rather than a generic product or service--allowing your brand to rise above the rest.

On-Line Accessibility: The Internet has inspired the change from company-centric to customer-centric marketing--and nowhere is this as apparent as online itself. Truly surrounding users with your messaging requires a comprehensive online presence on websites, alongside search engine results and in email inboxes. Online also holds the benefit of immediacy: users can access your website, brochure or special offer with a single click. From impressions to full-contact sales leads, online marketing tactics deliver a measurable return on investment at a cost-effective price. And as most online content is stored for years, it offers a longer shelf life than many offline channels.

Content Authority: Pairing the legitimacy of print with the accessibility of online, the content development strategy takes information about your products and services--including product releases, feature articles, white papers and case studies--and broadcasts it to hundreds of offline and online media channels. Properly keyword-seeded, this organic content is given priority by search engines, making it simpler for users to access your decision-influencing expertise.

Bring 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. To comment, or for a brief presentation and free consultation, contact Dennis Gallaher, president, at 952-934-8220 or email him at [email protected].

1-2009 GlobalSpec Industrial Indicators Survey
2-iProspect "Offline Influence on Online Search Behavior"

Next Communications is a full service marketing communications firm specializing in print, online and search marketing. For further information, contact Dennis Gallaher at 952-934-8220 or [email protected] or www.nextcom.com

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