2010 Is an Opportunity for Creative Marketing Managers
By Clark Roundy, Luxul Wireless VP of Marketing
As we kick off the new year, it’s a good time for organizations to take inventory of last year’s marketing programs to evaluate what has been working and what needs to change. In many cases tweaks will be made—in others, a complete overhaul may be in order. Regardless, it’s safe to say that in the new economy most marketing managers are being forced to look at more creative ways to deliver their key messages.
Luxul Wireless is no different. Some of our 2009 programs have been tremendously successful and we will look to expand upon and improve them. At the same time, there are other marketing activities we will certainly reconsider and perhaps discontinue. After all, every program has a cost—even the “free” ones. And, with limited resources and a competitive market, it’s important that we focus on those activities that will deliver the best results.
As a company that sells primarily through distribution channels, much of our marketing effort goes towards leveraging channel partner programs. These programs consist of everything from advertising in channel publications to participation at tradeshows to providing sales training. Each of our channel partners has any number of marketing opportunities, some of which have been fantastic in helping to build Luxul product and brand awareness.
Nevertheless, we can never underestimate the importance of independently building the Luxul brand—a strong brand inspires confidence and is critical to the success of channel and partner activities. However, traditional brand development activities such as advertising and tradeshows aren’t a significant part of the plan. Rather, to further carry out our brand development efforts, we will be looking to complement our channel programs with targeted media relations activities, website optimization, social media marketing, educational webinars, and opt-in email campaigns. Doing more with less is a key Luxul product message that also epitomizes our business philosophy.
Personally, I’m glad to have 2009 behind us and am looking forward to the start of this new year. Overall, 2009 was a solid year for Luxul. More importantly, it was a year in which we positioned the company for high growth. In executing our 2009 strategies, some interesting markets and applications were identified that have lead to new product developments and some fantastic partnership opportunities. These opportunities will further alter some of our marketing strategies, messages, and programs. In my experience, that’s the best news of all—if those things aren’t evolving, then the company is dying. So stay tuned for some significant and exciting Luxul announcements in the coming months.
For many marketing managers with shrinking budgets, 2010 will be a year to show just how creative and resourceful you can be. As you evaluate your marketing strategies and budgets, be sure to explore online marketing, PR, and other tactics that can replace or supplement some of the more costly traditional programs. As we continue to adapt to this new economy, may we all enjoy a successful and prosperous year in Utah business!
About Clark Roundy, Luxul Wireless VP of Marketing
Clark Roundy is VP of Marketing at Luxul Wireless. Throughout his 20 year career, he has worked extensively with early stage and emerging companies to identify core competencies and implement key growth strategies. Mr. Roundy has held key executive positions at Linux Networx, Penguin Computing, Parvus Corporation, Alta Technology, and the Eyring Research Institute. His roles have included sales and marketing leadership, strategic planning, international business development, product management, and professional services program development. In his role at Luxul Wireless, Mr. Roundy is responsible for marketing strategy and oversees all outbound marketing programs as well as product and brand management.
The content of this blog reflects the views and opinions of the author, and not necessarily those of Utah Business.
Tags: Budgets, Corporate Culture, Creative Marketing, Distribution Channel, Email Marketing, Marketing Plan, Marketing Strategy, Media Relations, SEO, Social Media, Web Marketing