Marketing and Branding a High Tech Company
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by: William Dupree
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I was able to get our firm a contract with a mid-sized media firm to help them develop a marketing plan and a branding image for a new subsidiary of theirs an online e-book publishing company with its start up efforts. I was in charge of this project. The media firm wanted to create a company that would provide the internet's most comprehensive collection of fiction and nonfiction as well, as the most popular e-Book formats.
The subsidiary firm had already developed a sophisticated search or sorting option, a complete coupon and promotions system that they wanted to use to help customers buy e-books, and an artificial intelligence system to help increase the customer experience. They wanted these three services to customers branded in the companies’ promotional plan.
After meeting with the companies principals and analyzing the market situation I came up with a marketing plan that contained a sophisticated online linking program with other web sites, an article distribution plan where the articles would provide links back to the companies web site, a membership discount and money savings program, a program that would contract electronics rights to previously published fiction works and sell them in e-book form, and a program that would also distribute other e-books from other publishers and e-publishers
These tactics, along with others, were implemented into a marketing plan that contained the other three tactics that the company wanted to use as their banding statement. When all of these tactics were being put together I created ways the company could implement them with expedience and at a lower cost. I was able to cut 10-13% of the expected budget of operating and implementing these tactics without losing any of their effectiveness.
The result turned out to be a very successful marketing plan. Today the e-book publishing company is an independent e-Book publisher and distributor with sales of more than 500,000 e-Books a year.
About the Author
William F Dupree was the owner of IMPS (Interactive Marketing & Promotional Solutions Inc.) a sole proprietorship marketing firm located in New York City that specialized in developing interactive marketing, promotional and branding strategies for primarily publishing and publishing related businesses. Prior to founding IMPS in 2005 Mr. Dupree was a senior marketing manager at EDL Business Development Group for seven years. Before joining EDL he worked for Diamond Marketing Group where he developing sales strategies, branding, product planning, event planning, and created interactive marketing strategies for an assortment of businesses. William Dupree can be contacted at http://www.linkedin.com/in/wlliamdupree
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