Aker Technology, a world-class manufacturer of high-quality frequency control solutions headquartered in Taiwan, wanted to expand the visibility of its crystal and oscillator business globally.
With little market share in the US, Aker hired industry veteran Ed Fox as marketing director, tasked with not only expanding its US sales force, but also improving the company’s brand recognition — something he had done at his own company for more than a decade with the help of The Simon Group.
The Aker team in Taiwan supplies marketing materials to be repurposed for the US market, but there were still some content gaps and a slim marketing team available to expand the US presence. Since his last gig in the frequency control space, Ed had kept in touch with The Simon Group, so he asked the team to develop a strategic marketing communications plan that would establish Aker’s credibility in the US.
“By taking the time to understand the marketing support our US division needed, The Simon Group created a holistic framework that helped solidify Aker’s branding and gives the team a more integrated approach and actionable tactics to meet our sales goals.”
First step was prioritizing what needed immediate attention: a website with scarce content, inconsistent branding and messaging, and a lack of sales support materials. Then focus on improving lead generation, fostering the customer journey and nurturing prospects.
A US-centric message was formulated and applied across the new website, social media, sales collateral and advertising content to strengthen the existing brand strategy.
With the brand strategy and a defined direction on global goals and budget in place, additional tactics and channels were then employed to generate leads and increase web traffic.
Thanks to early traction seen in the defined marketing activities, the US marketing budget was increased, allowing the program to evolve from setting up baseline brand standards to include technical and market-focused content, product and company level videos and additional sales support materials.
Aker USA is now able to provide extended support to its growing rep and distributor network as well as rank well on web searches, educate customers on the website and reach an expanded audience through multiple digital channels.
“Based on the results we are seeing, we know The Simon Group can continue to help us increase our brand recognition in the US,” said Ed.
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