Filed under: Brand Launch, Branding, Events and Tradeshows, Integrated Tradeshow Marketing, Product Launch, Product Videos, Web Videos
Then: Tradeshows have been around a long time. Why? Because they were simply the most cost-effective way to get a lot of customers to come to YOU, instead of you trying to get to them. Leads walked right in front of you. And, in the late 1980’s and throughout the 1990’s a revolution in tradehow marketing emerged: Branding. Tradeshows became the pivotal player in building brand-awaress, and with it, higher stock values.
Now: In today’s global, web-enabled economy, tradeshows are still immensely valuable, but no longer the panacea they once were. Tradeshows have to work harder today to justify the expense when compared lower-cost interactive advertising. But, as part of an integrated brand or product launch marketing strategy, they can be one of the most versatile and powerful investments around. Where else can you bond with prospects face-to-face, have a steady stream of them walk right in front of you, communicate key benefits, generate PR and investment community opportunities, and create strong brand awareness simultaneously. Ad words can only do so much.
Winners: Tradeshow marketing although highly powerful, is not sufficient to launch a brand today, but, neither is a singular pay-per-click strategy either. The right launch marketing strategy is an integrated strategy that includes both an online and face-to-face Blitzkrieg. See how this company launched and built their brand through a combination of both.
http://www.articulatecc.com/index.cfm?fxn=caseStudy.view&cs=procore&branding=brandlaunch
-brian vandenBroucke
Filed under: Brand Launch, Events and Tradeshows, Integrated Tradeshow Marketing, Tradeshow Presentations, Training, Web Videos
Then: In the early days of mass marketing, if you wanted to launch a brand, a sign along the side of a busy the road could do the trick. Later, radio and television, blasted a singular message like a trumpet at a broad demographic of eager listeners and watchers.
Now: Today, the trumpet is facing the other direction. A single consumer now interactively blasts a specific request out to a broad demographic of suppliers. The entire world of Brand Marketing has been turned upside-down! That’s why a brand launch is now so much more difficult. Brands can no longer be built solely through the efforts of conventional mass marketing. i.e.: Direct response, advertising, trade shows, radio, etc. A successful brand launch today needs the both the solid infrastructure of brand identity campaign combined with a balanced of a mix of interactive and creative communication assets to support the offering.
Winners: See how this company built their brand and their customer base from the ground up using a smart combination of both traditional and online launch marketing techniques.
http://articulatecc.com/index.cfm?fxn=caseStudy.view&cs=procore&branding=brandlaunch
-brian vandenBroucke
