Performance Marketing Blog

Performance Marketing Rebuilds AV Poles and Lighting Website for Sophisticated Functionality

Posted by Natalie Young

Oct 10, 2018 10:39:09 AM

The Challenge

When asked about what they could do to gain more sales in the SoCal marketplace, AV Poles and Lighting decided to call on Performance Marketing, who specializes in marketing for the lighting and electrical field. 

First Things First - Foundation

The first thing Performance Marketing does when meeting a new client is start with the basics. The foundations of marketing are an important facet that is overlooked. Using a system called "Foundation 360", all facets of a business climate are reviewed, including the types of clients (Personas), the competitors, the Strengths-Weaknesses-Opportunities-Threats (SWOT analysis), and the buyers journey. After a discussion focused on measurable goals, we review the "tools" used to support the sales team and the goals set forth.

After reviewing the tools used by AV Poles & Lighting, it was determined that the logo and website did not represent the company for its true brand idenity. As a forward-thinking, fast-paced company, they needed a more sophisticated logo as well as a website technologically more advanced and provided a better user-experience.

As is common, the company founders were emotionally attached to the logo. The logo represented the roots of the company and so it was agreed that the logo concept would stay, but the designers would streamlin the design and updat the color scheme to reflect a more forward-thinking, innnovative manufacturer that AV Poles truly was. The values remain the same as told by owner Matt Uhre, "Our values are consistency of quality and service, responsiveness to customers’ needs, integrity as the basis of our relationships, satisfaction in exceeding customers’ expectations, discipline to continuously improve the value of our products, and taking pride in our work."


Next - Website Design

To rebrand AV Poles and Lighting, Performance Marketing did a complete overhaul on the company's website. Performance Marketing listened to the folks at AV Poles. The website design is carefully considered from a (UX) user-experience point of view. We take into acount the overall experience of a peson using the website, especially in terms of how simple or pleasing it is to use.

Although the design phase focuses on the visual flow to the website redesign, equally important is the back-end systems behind these designs that relay data and support the business processes. Performance Marketing worked through each feature and developed functionality according to AV Poles and Lighting's business needs and goals.


AV Poles and Lighting's Old Website


The Result 

AV Poles and Lighting relaunched their website in April 2016 and have seen tremendous growth. The new website has showcased AV Poles as the innnovative manufacturer that they truly are and it put them in a position to grow as a leader in their industry. Focusing on SEO, modern web design, and sophisticated site functionality has generated dramatic results.

Performance Marketing was able to take AV Poles and Lighting to the next level, allowing them to grow as a company and continue to stay on top in the lighting industry. 

 AV Poles and Lighting's New Website and Logo



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Topics: marketing strategy, marketing, case study, rebranding

Strategy or Tactics: How Will You Win the Marketing War?

Posted by Natalie Young

Apr 27, 2016 12:31:11 PM

If you’re responsible for marketing your company, you know successful marketing doesn’t just happen. You have to fight for every inch of ground in terms of branding your company, getting your message out, generating leads and winning customers. It’s a real battle.


You’re probably also aware that what worked a few years ago simply doesn’t work anymore. So how can you win this marketing war? Will you do it through superior strategy, or will you rely on tactics to get you where you want to go? It probably comes as no surprise to you that you need both if you want to see your business prevail.


Having a good strategic marketing plan is essential. That includes understanding your unique value proposition and having a clear picture of who your ideal client is. Too many companies simply jump into a flurry of activity without any idea of who their audience is or what they’re trying to accomplish. (By the way, that’s one reason we offer a free Buyer Persona Template – so that companies can start getting a handle on what their customers are really like.) Their marketing departments are busy—but that’s not the same thing as being successful. A good strategy ensures your marketing department is busy taking the right steps—ones that generate leads.


Just having a plan doesn’t ensure forward movement, however. As Mike Roach, CEO of the 30,000-employee IT firm CGI once wrote: “Strategy without execution is hallucination!” The fact of the matter is that a business needs marketing tools to execute their marketing strategy. Those tools probably include branding and identity, a robust website, marketing collateral, an inbound marketing plan and maybe marketing automation. Of course, all of those things need to work together, and that takes us back to an overarching marketing strategy.

A marketing plan without execution gets you nowhere. Marketing tools without a solid plan can cost you a ton of money without providing the results you want. You need both. If you don’t have solid strategy and tactics, you’ll lose the marketing war to your competition.


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Topics: marketing strategy, marketing, marketing tactics

Marketing 101 - Email Marketing 10 Quick Tips

Posted by Natalie Young

Dec 11, 2013 11:54:00 AM

marketing 101 email tipsEmail Marketing: An Introduction

What makes a successful email marketing plan? Here are 10 quick tips to consider when launching yours:

1. Ask for permission.
Sending to people who want to hear from
you is the best way to remain legally
compliant, maintain a solid reputation, and
generate great results. And with
consumers becoming more finicky about
what they read - and servers becoming
more finicky about what they deliver -
building a true permission-based list is
more important than ever.

2. Get into the address book.
Want to know the secret to reaching the
inbox? It's the Address Book. Get in there,
and you're more likely to bypass any filters
and show up just the way you want to. So
remind your audience members to add you
to their address book (or white list or safe
senders list) every chance you get.

3. Give your emails style and

The visual possibilities of HTML mean it's

easier than ever to create emails that are
attractive and enticing. Just make sure
that in addition to creating emails that look
great, you're also giving your emails
enough substance to warrant sending them
in the first place. Marry style and
substance with the campaigns you send,
and your readers will thank you (and
probably buy something while they're at

For a complete list of our 10 quick Tips, Click Here!

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Topics: marketing strategy, Email marketing, Email marketing, increase sales, business marketing, effective marketing, marketing tactics, marketing tools

Marketing 101: What is a Buyer Persona?

Posted by Natalie Young

Dec 9, 2013 11:27:00 AM

marketing 101 buyer personaYou may or may not have heard of a buyer persona. It is a term that is being tossed around more and more among marketers.

A buyer persona can be a valuable tool in all forms of marketing, but it is especially vital in customer-oriented forms of marketing.

You may be asking yourself, “Why do I need to use a persona?”

That is a fair question. Let’s start with defining the term buyer persona. Buyer personas are fictional, but data-driven profiles of your actual or ideal customers. They are also referred to as marketing personas.

These personas are used to make marketing decisions like where to place ads, what product or service to feature, what blog posts to write, and what social media networks to use to promote your business or products.

Customer-oriented marketing is focused on building your audiences interest and respect. Using a persona forces you to “get into character”. Not all of your messages need to explicitly ask your customers to buy. Using personas allows you to target a variety of messages that will be of interest to your audience.

Building a persona requires good data.

The first step is to establish who your customers are. This will include background information, demographics, possible challenges as well as solutions to meet their needs. Through this information you will be able to see possible pitfalls and developing trends that can impact your business or affect the lives of your customers.

Remember that this is an on-going process. Don’t be afraid to revise your personas as you learn more about your customers. Monitor all of your marketing channels to see what blog posts, website pages, and offers your audience is responding to. Reach out to your audience through social media to gain more information about the buying decisions of your customers.

Once you have your buyer personas in place they will help you to clarify you marketing strategy and help you to keep yourself focused on your customers.

Marketing 101 buyer persona

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Topics: marketing strategy, marketing, branding, marketing tactics, buyer persona

Managing Your Light And Energy Control Marketing

Posted by Natalie Young

Jun 12, 2013 5:00:00 AM

Managing your light and energy control marketingMarketing for light and energy control companies has changed dramatically during the last few years. Marketing techniques that used to work have become increasingly ineffective (and more expensive). Conventional marketing used to seem fairly simple and straightforward. Today’s marketing tools seem to have more moving parts than a Swiss watch. And as companies have tightened their belts, many of them no longer have the luxury of full-time marketing staff to tackle these new marketing tools.

Current marketing efforts can be extremely effective, but they have to be coordinated and managed. Your website content needs to be linked to the materials you have on Facebook. If you’re using Twitter, your tweets need to be connected back to your website. Someone has to coordinate the emails that are sent out to interested prospects. And someone needs to keep track of all the responses to see which efforts are working and which ones need to be replaced.

If you also have a business to run, your hands are more than full.

Successful marketing, however, is a “hands-on” proposition. There are a lot of initiatives to keep track of if you want to see results, including:

  • marketing strategy
  • creation of buyer personas
  • updates to your website
  • search engine optimization (SEO)
  • blogging
  • content
  • marketing
  • email marketing
  • lead generation and nurturing
  • social media monitoring and more.

The good news is that your hands don’t have to be the ones holding the reins to all those activities.

Here’s some more good news: you’re probably sitting on one of the most powerful marketing tools imaginable: your own website. The bad news is that your competitors have that same tool available—and they’re only a click away from your customers.

So how can you make sure your potential customers find you first—instead of your competitor? If you already have your hands full running your company, you may want to look at outsourcing some—or all—of your marketing efforts. In addition to taking a load off of your hands, it also helps to ensure that all your efforts are coordinated and working together for maximum impact. If you’re interested in seeing what a turnkey marketing solution for your company might look like, you can request more information here.

Or, if you’d like to see how you currently stack up against your competitors, click here for a free assessment of your current website.

Managing the marketing of your lighting or energy control business is too important to ignore. If you’re not generating new leads, you’re not getting new sales. Even if your hands are full, you can’t afford to ignore the marketing efforts that will generate those leads. We’d love to be an extra set of hands for you!

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Topics: SEO, marketing strategy, Marketing for Light and Energy Control, Email marketing, marketing outsourcing

Internet Marketing For Lighting & Energy Control Companies: Strategy Before Design

Posted by Natalie Young

May 13, 2013 4:45:00 AM

Internet marketing for lighting and control companies strategy before designIf you’re working on Internet marketing for a lighting and energy control company, you want the work you do to look good. After all, making homes and businesses look good is a huge part of what these companies are all about. If you look at some of the photography that lighting and energy control companies use, it’s pretty impressive stuff.

There’s no question that quality design in the web solutions you provide to attract customers is critical. But if you focus exclusively on the design—without paying attention to your marketing strategy—you’re putting the cart before the horse. And that can really hurt your success.

Before you spend too much time figuring out how you want your online presence to look, spend some serious time thinking through what you want it to do. Here are four questions to ask in order to get started.

1. What is your key message? A word of warning here; they may not be what you think they are. You may be impressed with the quality and design of your products. You may be proud of the awards you’ve won. Your potential customers, on the other hand, only care about one thing: How will your products and services help them solve a problem or make their lives better? That’s your key message.

2. How will you drive people to your site? It’s not enough to have a cool-looking website. It really doesn’t matter how cool it is if nobody sees it. It’s kind of like having a big splashy billboard in the middle of the desert. Just because you build it doesn’t mean anyone will notice. You have to draw people in.

3. How will you generate leads?  Getting people to your website is a good start, but it’s not the end goal. Visitors don’t spend money with you. Your site needs to be a lead-generation machine. What’s your plan for turning visitors into leads?

4. How will you know if you’re succeeding? A lot of businesses think that if they’re selling more, they’re succeeding. Of course, that’s what we all want. But just because you succeed once doesn’t mean you’ll automatically do it again. How can you track your results so that you know what’s working—and what’s not? If you don’t know what works, you can’t repeat it.

Once you know what you want your website to do you can turn your attention to the design. Even then, however, good design is more about facilitating your strategy than it is about simply looking good. Is it wrong to have a great looking site? Of course not! Make your site as attractive (and easy to use) as possible. Just don’t put the cart before the horse.

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Topics: marketing strategy, Internet marketing for lighting and control compan, generating leads, key messages, tracking success

Simple Simon Marketing: Fishing In the Wrong Places With the Wrong Tools

Posted by Natalie Young

Dec 19, 2012 5:30:00 AM

inbound-marketing, marketing-strategy, marketing-tools Many of us grew up hearing the nursery rhyme about Simple Simon. Poor Simon wasn’t called “simple” because of his uncomplicated approach to life, but because he wasn’t the sharpest knife in the drawer. Simon simply didn’t grasp how things really worked in the world around him. What can Simple Simon teach us about marketing? 

Sometimes our businesses can be a little bit “simple” about the way we approach our marketing. Here’s the Simple Simon approach:

Simple Simon went a-fishing for to catch a whale;
All the water he had got was in his mother's pail

As children we laughed at the preposterous notion that Simple Simon would attempt to catch a whale by dangling his fishing line in a pail of water. We knew that if anyone wanted to catch a whale, they would have to go to the ocean and that they wouldn’t be able to use a simple fishing pole and hook to snare something so large. Simon was fishing in the wrong place and he was using the wrong tool.

Sometimes, however, as marketers we take the same approach to marketing that Simon took to fishing. We “fish” in the wrong places and we use the wrong tools in our attempts to “catch” customers.

If you want to market successfully today you need to know where your audience is, what they are looking for, and how they go about making their buying decisions. These days, most people’s purchasing plans (at least when it comes to significant purchases) begin with gathering information. But people are unlikely to request your catalog or visit your showroom right away. They are going to go online and look for helpful information first.

If your prospective customers have a problem to solve or a need to meet, they are going to go online to see if someone out there has the goods, services and expertise to meet their needs. And they are going to search for things using their own terms—not necessarily the terms you use to describe your products and services. That’s really what search engine optimization (SEO) is really all about. It’s not about some magic formula that will fool Google and make your site pop up at the top of every search. It’s making sure the kind of content you put out in your blog and on your Facebook page is the kind of thing people are really looking for—and that it’s presented in language that makes sense to them.

If you’re sending out the same old message (a sales pitch) in the same old way (ads, commercials, catalogs and flyers), you’re fishing for a whale in a pail. 

Generate More Leads Now!

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Topics: marketing strategy, Inbound Marketing, marketing tools

Promotional marketing ideas for small medium businesses

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