Marketing programs that drive top line results
Clients value us for our innovative and creative approach to building their brands. At JNP Marketing Group we listen and and ask questions to gain a deep understanding of your business, which lets us develop the best approach to solving your unique business challenges.
Here are a few samples of our work.
Building customer loyalty
An early entrant into the solar PV capital equipment market in China, GT Solar (GT Advanced Technologies) quickly established a leading market position for its silicon casting furnaces. Beginning in 2009, increasing competition from low-cost Chinese equipment makers began threatening GT's marketshare with low-cost, knock-off equipment.
To combat this competitive threat, we launched an integrated public relations and customer loyalty program to build thought leadership in this strategic region by increasing GT's coverage in the local trade and business publications and strengthen relationships with the company's installed base of customers.
We shifted marketing dollars away from traditional trade shows to fund a series of customer symposia. The program was well received by customers and prospects as it gave them the opportunity to talk directly with GT's management team and technology experts about future product roadmaps and helped develop greater trust and a deeper relationship between GT and its customers.
These private events are a great way of maintaining control of the agenda and message compared to other forms of traditional event marketing.
We launched an aggressive media campaign reaching out to editors in China, Taiwan and Korea to generate earned coverage for GT in the leading solar PV trade and business publications. Over a two-year period, the company's earned media placements increased by 300 percent.
Driving product innovation in consumer electronics
The consumer electronics market is fiercely competitive. Establishing differentiated value is key to driving growth and maintaining margins. We worked with a leading materials supplier to develop an integrated marketing campaign aimed at creating end user demand for a new product feature for a consumer electronics device. This classic "push-pull" campaign included a combination of market research, global focus groups, and a proactive social media campaign to drive end user awareness of the new material.
The program
Company 3
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