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Campaign begins with strong branding
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To help Leigh Fibers brand an acoustical padding made of recycled denim, Brewer began with a name and logo that communicate both the benefit and the source: QuietLeigh™.
The launch includes print and online advertising (primarily to the automotive market), sales literature and trade publicity.
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Trend Watch
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Budgets up for 2011 - The average B2B company expects to spend 6.7% more on marketing; 4.3% in the manufacturing sector (Forrester Research)
B2B pros don't tweet much - 15% of industrial professionals have a Twitter account; 53% say they are not at all likely to get one (GlobalSpec report, 2011)
Email CTR is steady - Email click-throughs averaged 5.1% in 4th Qtr. 2010, unchanged from 2009 (DMA and Epsilon Data Management)
Online ad spending to grow - 78.5% of B2B marketers plan to increase online budgets in 2011 (B2B magazine)
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