Marketing communications is about two things – branding and demand generation. Each fuels the other and both are needed for continued growth. Like many agencies our branding efforts are solid, but we also focus on demand generation. But what does that term mean? A holistic, end-to-end approach that integrates marketing activities with sales and targets prospects and grows them into buyers.
Don’t have a demand generation strategy? You need one to survive in the new world order. Have one but it’s not getting it done? Brand need a tune-up? We can help with all that. Let’s talk.
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What is Demand Generation?
From our perspective, Demand Generation is a holistic approach to the process of converting a prospect into a customer, in concert with the efforts of your sales force. Demand Generation is as much a philosophy as anything. Once you’ve embraced the idea, you can consider the strategy and supporting tactics.
How does Demand Generation fit with Branding efforts?
At its core, we think marketing has two functions – Branding and Demand Generation. Each supports and fuels the other and the two shouldn’t be viewed in isolation. In challenging economic times, a company may choose to shift the balance of their efforts toward Demand Generation, but the value of Branding to support these efforts can’t be overlooked.
What does Demand Generation include?
Anything you do that utilizes marketing tools to help prospects move through the sales cycle. So, this includes traditional marketing communications tools like advertising, direct mail, online, literature, and trade shows, but it also includes “connecting” facets like call centers, CRM (and other related) software, and the strategy that underlies and unites it all.
Are most companies making one significant Demand Generation
mistake?
In our experience, yes. The most common challenge we see is companies marketing “in isolation” and not considering how the pieces – from the creative story to capturing and measuring meaningful metrics – fit together. Many organizations we talk to have the tools and tactics for successful Demand Generation, they’re just not utilizing them in a cohesive way.
Why is Demand Generation so critical now?
In a difficult business climate, careful consideration of the ROI of your marketing efforts is crucial. You need to do more of what works, and less of what doesn’t. A Demand Generation strategy is the way you can do that. Or, put in a more earthy way, “Stop doing stupid stuff…”.
How do I get started on Demand Generation?
If you like what you read so far, download our FREE
Demand Generation white paper here. Or, drop us a line dialogue@pwb.com or
give Sean Hickey a call 734.995.5000.
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With roots tracing to the early 70's and our current structure since 1986, PWB has a long history of helping clients solve marketing challenges and build brands. A small, close-knit team we're really more like a family. People stick around here a long time, and even the new folks have been at this for a while. We're located in a cool workspace in Ann Arbor, Michigan - easily accessible to the Midwest and beyond.
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Focus, experience, and chemistry - key elements in the selection
of an agency partner. PWB works with business-to-business and business-to-consumer
accounts in a wide range of industries. Complexity is our specialty -
whether branding and sub branding diverse product or service lines, engaging
multiple audiences, promoting a variety of distribution channels, or
synthesizing complex brand or product attributes into messages that work.
Core practice areas include:
Manufacturing
Technology
Whether its next generation CAD software, advanced packaging machinery, or cutting edge automation, PWB knows how to help. We already know a great deal about a diverse spectrum of industrial technologies - and we learn the ones we don't quickly.
Green Technology
PWB’s extensive technology background is readily adaptable to the needs of marketers of green technologies. Whether you have an advanced windmill that you're selling to a sophisticated consumer, or process technology that reduces the environmental impact of paint manufacturing – we can help.
Healthcare and Life Sciences
Modern healthcare - both services and products - is exploding. But marketing for this segment is complex and challenging. PWB has extensive experience in healthcare services (including consumer and physician/speciality practice marketing,) as well as capital equipment, consumables, biotechnology, and healthcare technology.
Professional Services
Whether you are a CPA, an attorney, a civil engineer or an architect you need to stand out from the competition. And selling services is a unique challenge. We can help you distill your advantages and translate them into benefits that connect with buyers.
Outdoor and Enthusiast
People with a passion make decisions in a different way than the rest of the general market. They analyze, they're fiercely brand loyal, and they agonize over every purchase. Whether hunting and fishing, motorcycles and related products, skiing, cycling, running, or geocaching, we can help you deliver the brands these sophisticated buyers seek.
Insurance and Banking
With rising rates, increasing regulatory pressures, and growing consumer involvement, today 2s insurance and banking landscape is incredibly competitive. PWB can help you discover the path to a brand that s differentiated and tools that sell. We 2ve worked with healthcare and property, business, and casualty insurers, as well as financial institutions.
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Want to read what other people are saying about us? Check out the latest news and features about our company and our work.
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Are you smart? Talented? Experienced? Inquisitive? If you've got something special that's relevant, we want to talk to you, whether we've got open positions or not. We're always hunting for talent.
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Breakthrough creative that supports strategy, smart media research, planning, and buying, and exceptional execution. Whether print, online, outdoor, or broadcast we're experienced in a full spectrum of mediums - and we strive to maximize your investment through effective targeting and integration.
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What used to be called direct marketing has taken on a whole new life with the aid of technology. Now the category covers traditional mail, as well as rich e-mail, dimensional tools, and even online programs. But its all still about the basics - your audience, your creative, and what you have to offer.
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Some people call it branding, some a logo, some visual identity.
But, it's all of this and more. We can help you develop and implement a powerful,
contemporary, but still timeless identity program that communicates and reinforces
your brand strategy.
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Internet, intranet, extranet, dedicated campaign microsites, banners,
rich and engaging media. We've done it all. PWB is current on all the latest
technology, but we never forget that online media are a tremendous opportunity
for the well-conceived buyer branding and selling experience.
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Brochures, sales tools, presentation materials - and almost anything else you can think of. While we're big believers in online and integrated marketing, for many selling situations there's just nothing that will replace an effective printed piece. Paper has immediacy, flexibility, and portability that is still hard to beat.
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Whether it's a tradeshow booth, a custom illustration, or sales
floor display materials, we've probably done it. We've even designed concepts
for the exterior of advanced plastic molding machines.
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Markets are made up of individuals - a key fact that drives successful
integration. To reach buyers, you need to respect that some folks like to gather
information online, others in print, some on TV, and in a myriad of other ways.
And the best integrated programs respect the inherent advantages of media channels
to deliver information efficiently.
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If you don't know where you're going, how will you know when you've
arrived? PWB can help you develop an effective marketing communications and
branding strategy that services as a roadmap for driving your growth plan,
and building your bottom line. Our strategic process considers market challenges,
competitive threats, budget realities, your sales process, and the unique dynamics
of your target market.
The PWB-custom developed Brand Workbook(tm) is the tool
we use to help you answer the questions - who are we, and what do we do, and
why are we better? The Workbook is used in PWB-facilitated discussions and
as a follow-up tool to help define, sharpen and quantify your brand(s). Completing
these exercises builds a strategic foundation against which you can evaluate
potential outbound messages.
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Strategic planning and brand positioning
Brand identity and logo development
Integrated programs
Web design and development
Direct marketing
Print design and production
Advertising creative and media (print, broadcast, and outdoor)
Sales and trade show tool development
Illustration
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See something here that caught your eye? Curious to learn more? Want to stop by for chocolate? We d love to talk to you. Learn more about your business challenges and how marketing can help you meet them.
dialogue@pwb.com
734.995.5000
Want to work here?
jobs@pwb.com
Sell us something? Drop by and feed us lunch? Do our dry cleaning?
miscellany@pwb.com
pwb marketing communications
2723 s. state st., suite 120
ann arbor, mi 48104 usa
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White Papers
Marketing is about selling stuff (pdf)
The PWB perspective on demand generation and how we leverage it for you to
grow your business.
Take
it outside (pdf)
PWB's thoughts on Outdoor and Enthusiast marketing.
Who stole my leads? And how do I get them back? (pdf)
A perspective on lead generation, growth, and conversion in the next economy.
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