“You’ve got to look at where the next generation will be in five years, where and how baby boomers will be, and how that will affect the business landscape. It’s our responsibility to stay in front of it and change it.” - Michael Fuette, WestAir Marketing Coordinator Kasey Garcia. The company plans to focus on building its brand through its new website, social media posts, blogs and increasing community involvement. “We’re building our brand and encouraging all our employees to come together in a cohesive environment,” says Fuette. The firm anticipates expanding the marketing team to web and social marketing, he says. As social media grows in popularity and the next generation leads to different behaviors, WestAir recognizes the need to stay proactive, rather than reactive, according to Fuette. “This generation of consumers (Millennials) uses social media on a daily basis and that affects the way we do business and marketing. It is our responsibility to adapt and stay at the forefront for the next generation.”
TV AND SPONSORSHIPS
Haun Welding Supply, Inc., has relied primarily on television advertising for 15 years. “The bulk of our marketing dollars are spent on TV, and in each market, we’ll sit down on an annual basis and look at opportunities,” notes Joshua Haun, vice president of operations and marketing. The ads promote an overview of the company’s capabilities and run on local cable channels, he says. Focusing on a newly added capability, the company is running a new TV spot on its pressure washing services. The company brands itself with the slogan, “The Haun Edge,” applying that name to its loyalty program, newsletter, and web site url. “It’s what sets us apart. It means taking our
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...we’ve got you covered. 34
Summer 2016