PENETRATING NICHE MARKETS WITH INTEGRATED CAMPAIGNS:
An integrated marketing strategy can effectively promote a company’s brand and marketing message across multiple communication channels. Consistent messaging results in stronger communication. Combining advertising, public relations, and face-to-face selling can out-perform a competitor’s more extensive non-unified efforts.
In the mid-1990’s, Dynex identified niche applications in six industries that had potential to significantly expand their hydraulic pump sales. A successful and cost-effective strategy was developed to reach those market segments.
Product publicity in targeted publications promoted specific pump advantages. Print ads in each industry trade magazine reinforced the product message and marketed the Dynex brand promise: high-pressure hydraulics to solve a specific industry problem. Membership in industry associations and exhibits at trade shows increased brand awareness and generated qualified sales leads.
In the aerospace industry, Dynex offered pumps for component testing at pressures to 8500 psi with superior tolerance to contamination. High-pressure and multiple-flow pumps attracted interest in the tunneling industry. Steel mills began using the pumps for hydrostatic bearing applications.
COMBINING TRADITIONAL AND DIGITAL MARKETING
The objective of integrated marketing is to treat customers as partners in an ongoing relationship. Markets are segmented and messages are targeted to reach recipients when they are receptive.
With the emergence of the Internet, Dynex expanded the integrated tools in its marketing arsenal. The continuing advancement of digital technology has focused importance on interactive, two-way communication using inbound marketing and content marketing. However, companies that combine digital media with traditional print advertising, direct mail and personal selling, have discovered a winning combination.
The Dynex website, first launched in 1999, evolved to become the core of a successful lead generation process. With effective Search Engine Optimization, it is a magnet for prospective customers, with 58,000 unique visitors in 2012.
Email campaigns use independent landing pages to provide relevant content. Pre- and post-show email support follow-up of qualified trade show leads by sales representatives.