STRENGTHENING THE BRAND IN TARGETED PUBLICATIONS:
Current promotion strategy primarily focuses on content marketing: a company’s website, email campaigns, video, events, blogs, and other social media. But print advertising is still a critical element to enhance and sustain brand image. Ads in specialty publications can effectively target audiences in niche applications.
Print ads are tangible, giving ads longer life with consistent, marketer-controlled color and design for strong brand recognition. Trade publications have credibility providing an opportunity to establish industry leadership. Readers are more engaged when reading printed material, making them ideal for ads containing technical information.
AD SUPPORTS CUSTOMER
Dynex sells pumps to manufacturers of rotary drill rigs used in South America, India, Africa, Australia and China. Mining is a mature market with increasing potential in the emerging global market. Support for one of their domestic customers included an ad in “Energy & Mining International” magazine, which contained an article about the drilling equipment. This was an opportunity to market the Dynex brand reputation for reliable operation in harsh mining environments around the world. A secondary benefit was the magazine’s global distribution in the company’s fastest growing market – the oil & gas industry.
ADS IN NICHE MARKETS
Dynex successfully introduced their pumps in new niche markets with a campaign that combined news releases, print ads and personal selling at industry events. The cost-effective ads ran bi-monthly in targeted trade publications.
The simple ads promoted pump operating advantages that addressed specific problems in niche applications. Each ad included a unique toll-free phone number to easily identify responses from each industry. The Dynex website was also included to drive traffic to the company’s new site.
PRINT ADS IN A MATURE MARKET
Webster Electric Company manufactured pumps and transformers sold to OEM fuel-oil burner companies and HAVC service dealers. Aftermarket components were sold and priced as commodity products with only a few companies in an established marketplace.
Webster was a market challenger willing to spend aggressively to protect and grow its market share. Its marketing strategy promoted Webster as the “total source” for products and knowledge in the industry. Regular service schools established the company as an expert in technical service to dealers.
A series of lifestyle ads spoke personally to service technicians. The memorable full-page ads, placed a fictitious service technician in various “slice-of-life” situations where using Webster products was the answer to service challenges.