- By determining the right target audience
- Creating the appropriate messaging
- Keeping the audience engaged
All by doing it as cost effective and efficiently as possible.
"My expectations for what our brand could become and how it should be represented, with a limited timeframe and budget, were surpassed. With my busy schedule, I didn’t have a lot of spare time available for a bunch of meetings. But 4289 asked all the right questions within a matter of minutes, discovered and tapped into my vision for FX3 rather quickly, and created our new brand identity in a very timely and effective manner. The result is a more professional look and on-target message than I expected to end up with when starting to look for outside marketing help. They really got who we were and wanted to be."
- Dan Keller, Owner of FX3 Plastics
"ZF's relationship with 4289 started in 1999. We needed a fresh approach at that time, and 20 years later they continue to deliver. Success is based on collaboration, and they’re never shy to ask a question or pitch a thought. Even with our restrictive corporate design guidelines, 4289 comes up with innovative ideas for effective marketing. When ZF needed to shift course this past year, from focusing less on OEM product sales to more on our repowering services, they helped create our new ‘ZF Repropulsion’ brand identity and comprehensive marketing strategy within just a few months turnaround. Initial results include over 5,000 visits to the Repropulsion section they developed on our website, over 40 people signed up to attend our repower seminars, online interaction with us increased 30%, and this new message has quickly taken hold among boat owners, our dealers and local marinas."
- Martin Meissner, Marketing Manager
"The team at 4289 found that ‘sweet spot’ of keeping our repeat website visitors, about 850 average per month, interested in our custom-built products. Monthly campaigns featuring a specific topic or application solved by a customized solution have been done through published content, email blasts, testimonials, SEO, PR and targeted webpages. The results are monitored through analytics, and then reported and reviewed personally with me, to measure success and assess our next-step plans for the upcoming month or two. Since the start of these ‘mini-campaigns’, Cotta has seen a 25% increase in customer opt-ins and over 150 inquiry submissions for new products, replacement parts and reman services. Their efforts have really solidified our presence in a defined and targeted customer space."
- Jim Hoadley, President of Cotta
Brand Identity | Website Development | Product Launches | Full Marketing Strategies
Our starting point in creating a new brand presence was for Cotta to recognize themselves as a manufacturer of high-performance engineered gearboxes used in diverse applications, and to get away from the perception of just being another industrial transmission supplier. After months of customer research, internal interviews and competitive analysis, we approached Cotta with a plan to redefine their brand position that included a new logo and tagline, a redesigned and reorganized website with an online parts selector, tradeshow graphics and sales support, and a new product catalog specifically for high-speed gearboxes. Once these elements were put into effect, time went by to allow our new brand message to connect within key target markets, and for Cotta to get comfortable with their new identity. As a result, we discovered the “sweet spot” was to keep their repeat site visitors (of 800-900 per month) interested in their products and their people.
A cycle of monthly campaigns that feature a specific “topic of the month” has been executed through published content, email blasts, testimonials, SEO, PR and targeted webpages. The results of each mini-campaign are monitored with analytics and tagging, then reported and reviewed with Cotta management, in order to measure success and consistently assess our upcoming plans for the next 30-60 days. Since the inception of these mini-campaigns, Cotta has seen a consistent increase in customer opt-ins and inquiry submissions for new products, and also for their replacement parts and reman services – further solidifying their presence in a well-defined customer space.
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Here is a recent example of a well-known, global company with a respected brand in the coating and finishing industry who asked our agency to be responsible for the introduction of their new OptiFlex® Pro in North America. Our product launch campaign needed to generate interest in this new line, as well as prompt customers to schedule onsite test demonstrations. Our strategy included print and digital advertising, PR and targeted email blasts, which then lead to a unique webpage and phone number for booking the demos.
All integrated under a new “Bring It” theme we created for this effort, with a more edgy personality than Gema was known for in their marketing, we’ve seen over 1,000 site sessions with a trackable result of 60% coming to the OptiFlex® Pro webpage via our digital campaigns, and over 150 visitors have either submitted an inquiry to book a demo or connected to Gema Powder Coating’s main website for further information. Our next step is to carry the campaign forward through pre-show marketing and a new booth presence for FABTECH, a key tradeshow for industrial manufacturing and finishing. Our goals are to prompt more customer interaction with focused Q&A sessions and in-booth product trials, making the Gema booth a must-stop destination for learning about powder coating technology.
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Consistency and relevancy are key elements for a successful brand identity, which brought Rockford Manufacturing Group to our agency’s doorstep. With a recent history of supporting multiple product brands with a variety of audiences, a disconnect had developed across their diverse B2B industrial manufacturing customer base. Redefining their brand position as a leading manufacturer of customized wire processing systems and straighten and cut machines, while integrating their several existing brands of equipment, was our starting point in creating a new branding strategy. Our new messaging needed to help solidify their local/regional base while expanding their presence on an international level.
First, we upgraded their online brand presence with a redesigned and reorganized website to better represent each of the RMG, Lewis Machine, and Fastener Engineers product lines, as well as Rockford Manufacturing Group’s parts, tooling and support services. This process also allowed us to take a fresh look at how all of their sales and technical information had been organized in their product catalog. Upon launch of the website, which has been receiving positive commentary from their customers, we are now in the process of driving more traffic to it, and increasing customer engagement, through content generation and curation, product training videos, email blasts, organic and paid SEO, targeted digital media, and other lead generation efforts.
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