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sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Developing a strong, recognizable brand is no easy task. Toss in an increasingly fragmented marketing landscape with multiple channels to conquer, and you have a recipe for chaos—that is, unless you have a solid multi-channel marketing for B2B strategy.
Consistency builds trust and helps your brand become recognizable to your audience. But when you consider the changes brands go through in today’s tech-savvy market, staying ahead of the game is like shooting at a moving target.
Today, we’ll discuss the complexities of modern B2B marketing and why flavor and fragrance brands need a full-service marketing approach.[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”2″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]The Complexities of Modern B2B Marketing[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]
As businesses grow and evolve, channels and touchpoints grow along with them. From websites to social media pages, OOH advertising, trade shows, and brick-and-mortar locations, it’s imperative to maintain consistency and tie the message back to a trusted source.
In many cases, there are also multiple stakeholders to consider. From in-house marketing people to customers in global markets, there is a need to align brand voice and visual identity or risk uncertainty and possibly loss of market share due to lack of trust.
A 360-degree marketing approach is essential, but not all businesses can manage such a monumental undertaking. Working with a full-service marketing agency for flavor and fragrance gives you access to the marketing expertise and brand visibility you want without the complexities—and without having to learn all the techniques, strategies, and barriers you would have to surmount if you were handling the job yourself.
The flavor and fragrance industry faces unique challenges in today’s marketing landscape. Competition is fierce; newer, more tech-savvy businesses are entering the market daily, and B2B customers are becoming increasingly discerning about who they partner with. Unless you have remarkably unique products, you must find ways to differentiate yourself in the public sphere to attract new business and become a trustworthy source for your existing accounts. Since both practices are essential, you need a solid strategy to ensure you hit the mark.
Inconsistent messaging and visuals still send a message—but it’s not the one you want to be known for. Misaligned marketing tells customers you’re disconnected, weakening brand recognition, creating poor first impressions, and making it challenging for customers to understand your values and intent.
[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]The Power of a Cohesive Brand Strategy[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]
A cohesive brand strategy builds trust and recognition, increases recall, and defines your brand’s purpose.
Brand identity is visual, verbal, and emotional, embodying the purpose, positioning, and personality that makes it unique. It’s like being a good friend. You are reliable, consistent, and true to your nature, and your friends know they can always count on you. For a brand, it’s no different. Your appearance, core message, and values are a critical part of your branding, and these attributes must hold fast for every customer across all touchpoints.
Defining your core message and values lays the foundation for your brand identity. This cohesion helps you build trust and recognition with your audience, whether they are already customers or just becoming aware.
[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Benefits of a Full-Service Agency Partnership[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Now that we understand the importance of brand identity and how vital it is to establish a consistent look, feel, and voice, let’s talk about the benefits of partnering with a full-service agency.
Working with an agency ensures you have access to centralized marketing expertise across all marketing disciplines. You can rely on your agency partner to ensure brand consistency in B2B marketing across all channels, helping you build stronger relationships with your customers while instilling them with trust. Your agency partner is single-minded in their purpose, seamlessly integrating cutting-edge strategies and tactics that help you build brand equity and stay top-of-mind with your audience.
Additionally, agencies are more cost-efficient than in-house marketing teams. You’ll see results faster and start reaping the benefits sooner than you would if you were to rely solely on in-house employees.
Marketing agencies like Costello Creative Group have specialized knowledge and experience in flavor and fragrance marketing. They know what tactics get the best results and will leverage that knowledge to your advantage, putting you leaps and bounds ahead of the competition – while you focus on what you do best.[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Key Elements of a 360-Degree Marketing Approach[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]
A 360-degree marketing approach is precisely as it sounds: it’s a method that considers every possible angle and avenue in the journey to brand success. As such, multiple steps are involved, each building on the results of the others.
We start with brand strategy and positioning. We go deep to understand your customers and create a detailed brand persona that resonates. Personalization is critical for differentiation as it shows your customers you understand their needs and pain points and have the knowledge and vision to deliver.
Next, we develop your digital marketing foundations. A modern website, search engine optimization (SEO), social media, and email marketing strategies are all critical components. From here, we create a content marketing strategy that tells your story, deepens the connection with your customers, and positions you as an authority in your niche.
Since flavor and fragrance are tactile, much business is done in person. Therefore, trade show marketing for flavor and fragrance is essential. No 360-degree strategy would be complete without a trade show and event marketing element. To enhance your presence in the market, we emphasize public relations, earned media, and media outreach, keeping your brand visible in all the places your customers go to learn about new products and great companies.
Together, we’re a winning combination – you take care of business, and we’ll ensure people know about it for all the right reasons.
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360 Marketing: Final Thoughts
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In today’s complex marketing landscape, brands must take a holistic view of their messaging, including digital marketing and terrestrial tactics. Working with a full-service agency like Costello Creative Group provides B2B marketing strategy for flavor and fragrance brands, providing the insight, expertise, and cost-effective results needed to gain consistency and drive marketing ROI through a cohesive brand presence.
Talk to us today about your marketing needs and find out what a 360-degree marketing approach can do for your brand.
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