Reconnaissance: Lessons We've Learned in the Field

3|8|2010

Missing: Your Brand

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Is your brand missing in action? For many marketers, 2009 was a nuclear winter where their brands never saw any daylight. But not every brand – a special thank you goes to Azek® decking, Delta®faucets and the Tapco Group.® Did you see their print advertisements? It was hard to miss them. None of these brands sat it out in 2009.

So 2010 is here and how healthy is your brand? Perhaps feeling a little ignored. This year, instead of red lining the marketing budget, begin experimenting on how to “move the sales needle.” Maybe it’s not three, full-page advertisements in most trade magazines like the Tapco Group did last year, but instead of slashing the marketing budget, why not explore new ideas.

Do not bury traditional print trade advertising just yet. Obviously many brands see value in it, but consider other ways to achieve your marketing and sales goals. Online advertising isn’t a big leap from traditional but world’s apart in terms of measurement and brand connections. DeWalt,®Knauf® and the Vinyl Siding Institute put their money in online trade advertising. But there are other mediums to consider, such as digital, mobile, trade shows, iPhone apps, direct, outdoor, radio, social media…there have never been so many tools in the marketers’ toolbox than now. Look at your marketing mix and consider other, perhaps more effective, tools to connect with potential customers.

Not headed to the big trade show this year? (sorry Las Vegas.) Consider niche or regional shows. Many had great attendance despite the economy. Instead of a print advertising campaign, consider exhibiting at regional contractor shows where potential customers can play with products before they buy them.

Radio and television might work, but what have you done in the digital space? How is your web site today and what about your web metrics? Happy? What is working and what’s not? Simply spending some time reviewing how customers are entering your web site and where they are going will give you lots of information on whereto invest your efforts in 2010. Or better yet, look at your competitors. Are their sites easier to navigate than yours?

We all hope this year is better than the past two, but do not be content to sit it out one more year. Companies are investing in their brands today, and if history is correct, many of these brands will see huge sales gains as customers return and the economy improves.

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