A brand tran­si­tion can be any­thing from a com­pany acqui­si­tion to a prod­uct makeover. When your com­pany goes through any sort of brand tran­si­tion, search mar­keters must be ready to make sig­nif­i­cant changes to avoid deplet­ing their cus­tomer bases, hurt­ing their brand rep­u­ta­tion, or los­ing popularity.

Address Cus­tomer Needs First

The first thing on your mind in any brand tran­si­tion phase should be the cus­tomer. Before you mar­ket any new fea­tures or prod­ucts, you need to make sure the cus­tomer knows about the brand tran­si­tion. If your com­pany has acquired another brand, then account for users search­ing for the old brand. If you’ve com­pletely rebranded a prod­uct, then you must tell cus­tomers about the new prod­uct. Help users adjust to the changes your brand makes by adding tran­si­tion mes­sag­ing to your SEM copy, and all other content.

A few years back Adobe acquired Omni­ture, a mar­ket­ing and ana­lyt­ics suite. Omni­ture had many of its own cus­tomers, so a lot of users con­tin­ued to search for Omni­ture even after it became an Adobe prod­uct. Even when Adobe phased out the Omni­ture name and brought it into the Adobe Mar­ket­ing Cloud, users still searched for Omni­ture to find a solu­tion to their Web ana­lyt­ics and mar­ket­ing needs. By chang­ing the SEM copy to indi­cate some­thing about the brand tran­si­tion, mar­keters were able to grasp Omni­ture cus­tomers and bring them over to Adobe.

How to Alter Copy

Search is a lot like a con­ver­sa­tion. If a searcher were to say, “I’m inter­ested in Omni­ture,” the results must yield impor­tant mes­sag­ing about Adobe’s acqui­si­tion. The SEM copy could read, “Omni­ture is Now Adobe Ana­lyt­ics. Learn More Now!” In a brand tran­si­tion, it’s impor­tant to include both some­thing about the brand tran­si­tion and some sort of call to action in your SEM copy. These two neces­si­ties squeeze your copy even tighter, but above all it’s impor­tant to keep your cus­tomers in the loop.

Be Oppor­tunis­tic

Every brand tran­si­tion is an oppor­tu­nity to acquire new cus­tomers. These oppor­tu­ni­ties begin on the cus­tomer level.

When­ever you acquire another brand, you have the oppor­tu­nity to acquire all of that brand’s cus­tomers. You should make this tran­si­tion as smooth as pos­si­ble for these cus­tomers. Use CRM con­tacts from both your com­pany and your newly acquired com­pany to send out an infor­ma­tional email inform­ing users of the shift and what this tran­si­tion means to them. Tell them about new fea­tures and offer them oppor­tu­ni­ties to take action, give infor­ma­tion, or learn about your company.

If you are deal­ing with a sig­nif­i­cant prod­uct change, then there are few oppor­tu­ni­ties you can take to build your cus­tomer pool. Again, look to old cus­tomers for busi­ness. Maybe you can make them an exclu­sive offer to buy into the new prod­uct at a dis­counted rate, give them a whitepa­per in exchange for new infor­ma­tion, or send them an auto­matic update. Mod­ify your land­ing pages and your web­site so every­thing is updated an in accor­dance with your tran­si­tion. Make it easy for cus­tomer to adjust; don’t make them work.

Keep Cus­tomers in the Loop

Always keep your cus­tomers and poten­tial cus­tomers informed about your brand tran­si­tions. Use SEM to spread the word. SEM adjusts in almost real time, so you can con­stantly update searchers of your shift. You’ll prob­a­bly have to keep bid­ding on key­words for your old prod­uct for a long time, but that’s just a way to keep your older cus­tomers up to date on your newest prod­ucts. Keep­ing your cus­tomers in the know is the best way to help them adjust to brand transition.

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lrisszyp
lrisszyp

Firma MetalMix


Nasza firma działa już od 2009 roku. Produkujemy systemy parkingowe, jak i różnego rodzaju stojaki na rowery. Dzięki temu realizujemy indwidualnie zamówienia w tym zakresie. Wszystkie nasze produkty są wykonane przede wszystkim solidnie. Jednak bardzo ważny dla nas jak i dla klienta jest wygląd. Dlatego estetyka także gra tutaj bardzo ważną rolę. Posiadamy wielu stałych klientów, którzy cenią sobie nasze produkty. Oprócz tego większość z nich jest bardzo łatwa w montażu. Przez to większość klientów nie musi tracić czasu na dodatkowe czytanie instrukcji obsługi. Wszystkie nasze produkty są funkcjonalne. Przez to nasi klienci są zadowoleni z ich zakupu. Bardzo ważną rzeczą jest fakt niskich cen. Nasza firma posiada najniższe ceny na rynku. A przecież o to chodzi każdej osobie. Aby kupić dobrej jakości produkt, jednak w dosyć niskiej cenie. My to gwarantujemy. Co prawda nie istniejemy na rynku kilkanaście lat, lecz szybko zdobyliśmy popularność. Wszystko dzięki fachowym pracownikom i naszym produktom, które coraz częściej są kupowane przez naszych klientów. Zapotrzebowanie na tego typu produkty coraz bardziej rośnie. Nasza firma działa uczciwie i zawsze z korzyścią dla klienta. Serdecznie zapraszamy do skorzystania z naszej oferty, która jest naprawdę atrakcyjna.