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Revving up branding
Spanlink Communications has more than two decades of experience in selling,[link widoczny dla zalogowanych], deploying and supporting phone systems,[link widoczny dla zalogowanych], software and other contact-center technology to big companies.
But as it looks to drive future growth,[link widoczny dla zalogowanych], Spanlink, a Plymouth systems integrator specializing in Cisco products, is counting on doing more business with small- and midmarket customers.
"We've always been in a niche market, just serving those really large enterprises," said Vicki Kallhoff, marketing and communications manager at Spanlink. "We need to understand what that midmarket customer wants,[link widoczny dla zalogowanych], what that small customer wants. Are their needs different than enterprise customers?"
To find out, Spanlink is dialing up a dose of business-to-business brand strategy,[link widoczny dla zalogowanych], working with Risdall Strategic Consultation, a division of Risdall Marketing Group in New Brighton.
That may sound strange at first,[link widoczny dla zalogowanych], with branding more often associated with marketing to consumers -- everything from beer to breakfast cereal to car insurance. Yet branding in a B2B context is just as important,[link widoczny dla zalogowanych], said Cindy Lord, president of Risdall Strategic Consultation.
A strong brand can help cut through marketplace clutter and gain attention. Like consumers, B2B purchasers and decisionmakers are predisposed to work with companies' ad products they already know and like.
Brands also help connect on an emotional level,[link widoczny dla zalogowanych], Lord said: "The reality is people in business-to-business settings are also making decisions not just based on rational criteria. They're also using their emotions. Those are important elements that brands can help with."
Marketing tactics become much more powerful when driven by brand strategy and aligned with business goals, Lord said of her approach at Risdall.
"We're looking for opportunities to help clients create transformational change," Lord said. "It's helping them see the marketplace in a new way that can lead toward really exponential returns."
At Spanlink, executives recognized that because there is a finite number of large customers -- those with call centers with 250 agents or more -- the company needed to explore expanding into small- and medium-sized businesses, Kallhoff said.
The brand strategy process began with a daylong "value proposition'' session, where managers and the executive team reassessed Spanlink's offerings and what differentiated it from competitors,[link widoczny dla zalogowanych], Kallhoff said. Based on that work, Lord and her team interviewed brand managers at Spanlink, Cisco officials,[link widoczny dla zalogowanych], enterprise and other customers to identify challenges that the new strategy would face.
Spanlink is now working with Risdall to develop positioning and messaging for that new strategy while Risdall prepares new creative material for Spanlink's website and collateral marketing materials, all of which could debut any day now.
"The way we position ourselves and our offerings is very different based off of that research than how we traditionally go to market," said Kallhoff,[link widoczny dla zalogowanych], noting that midmarket companies expressed a greater need for training on contact center technology. "We're excited to reach into those different markets and, hopefully,[link widoczny dla zalogowanych], our business will grow because of it."
Lord said she focuses on exploring the marketplace for a product or service to understand the "network of influence" for a particular brand.
She also looks for new ideas on how brands can go to market, often bringing in material from other fields. Working with a medical device provider, for example, she applied a marketing plan using principles from the world of technology adoption to get a medical facility or practice to use a new protocol,[link widoczny dla zalogowanych], system or practice.
She also will challenge the domain in which the brand competes. One example: St. Paul-based Affinity Plus Federal Credit Union saw itself competing against other credit unions. Risdall's customer research, however, found that Affinity Plus clearly was competing against big banks.
"That reframed the way we were thinking about that brand and how to go to market,[link widoczny dla zalogowanych]," said Lord, whose team put together Affinity Plus' attention-grabbing "Ditch Your Bank" campaign.
Sarah Mason, senior vice president at Affinity Plus, said Risdall did a lot of research to arrive at a "challenger" branding strategy that rang true to the credit union's mission to help people.
"We wanted a fresh perspective," Mason said. "We wanted an agency that had a strategic sense, a brand sense, a willingness to challenge the norm,[link widoczny dla zalogowanych], and they've accomplished that."
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