Tag Archives: marketing planning

5 Tips for a Successful Product Launch

Did you know that only 35% of product launches are successful after launch? Generating brand awareness, justifying the budget, and establishing credibility are only a fraction of the challenges you will face during product launch. Understanding these challenges helps increase your chances for success.

Read on for five tips to help increase the odds of a successful product launch.

In a hurry? Download our free eBook, Smart Marketing for Engineers: Product Launches.

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1. Prepare: Building your world-changing product was just the beginning. Knowing your target audience and its care-abouts is extremely important. If your answer to the question, “Who are you targeting?” is, “Everyone,” you’re facing an uphill battle. An effective way to help narrow down your audience and plan marketing activities accordingly is by creating and using buyer personas.

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How Many Leads Do You Need? Calculate Leads-to-Revenue in 3 Minutes

You know exactly how much revenue you need to make. But how does that number relate to web visits, leads, and all those other metrics your marketing team is spouting off? 

The answer: Web visits and leads can be mathematically traced to revenue, and, thanks to digital marketing standardization, this calculation takes only minutes. In fact, we made a whiteboard video here that steps you through it in just 3 minutes.

At TREW, we understand engineers want to know what output comes from certain inputs. Up to now, for marketing, that has been difficult. But with the transformation of marketing to the digital world, and the introduction of marketing automation, we now have much more insight into the inputs along the “funnel” – the term we use to describe a potential customer’s travel from an anonymous website visitor, to a more-qualified lead, and finally on to a purchaser.

Displaying Funnel Image 2.jpg

For example, by using metrics such as your revenue goal, average purchasing amount per customer, and lead conversion rate, you can quickly establish exactly how many leads you need to attain, and then craft your marketing strategy accordingly. If your goal is to generate more revenue, but you don’t know how many web visits, leads or qualified leads you need to achieve your revenue goal, this video is for you.

Rebecca Geier, CEO of TREW Marketing and one of the Wall Street Journal’s Ten Most Innovative Entrepreneurs in America, walks through the step-by-step process of how you can do this for your company. In the tutorial, Geier shows what it takes to achieve a sales revenue goal by breaking down the formula, starting with your sales revenue goal at the bottom of the funnel, and concluding with what your monthly web visits at the top. By doing this, Geier shows how to take a methodical approach to define how marketing efforts translate into real sales numbers. Watch the video now.

To learn more about marketing to technical audiences, download our free eBook, “Smart Marketing for Engineers: Lead Generation.” This leads-to-revenue methodology is specifically discussed on pages 56-57.

To read our lead generation case studies, visit our Featured Work page.

If you are ready to kickoff a new lead generation campaign, but aren’t sure how to start, e-mail us at info@trewmarketing. We’ll be happy to share ideas or partner with you to define the plan, objectives and process as well as help you execute and measure outcomes.

Marketing Planning: Essential to Your Business Success

Insights from TREW Marketing Account Director Lee Chapman

Look back, move forward is my Q4 mantra. October is the ideal time to look back at your 2013 marketing results and start planning to move forward for 2014. Start by considering what has gone well in your 2013 marketing plan and what could be improved. Are you pleased with the progress of your business to date? Have results of your marketing activities and dollars spent met your expectations?

Set Marketing Goals

Marketing planning is crucial to the success of your business. By taking the time to evaluate past results, you can determine what needs to be done to produce effective outcomes and move purposefully forward to achieve your business goals in 2014.


What are the benefits of marketing planning to your bottom line?

A marketing plan is both practical and powerful: it’s a blueprint to effectively facilitate activities focused on making you visible in search, driving visitors to your site and converting them to leads and customers. Research shows that a marketing plan powerfully impacts our capacity to achieve our business goals.


Marketing and Sales


How do you know where to start with Marketing Planning? 

First of all, think about your business goals. Identify what you offer, who benefits from your offerings, the specific problems you solve, and what it is that differentiates you from your competitors. Are your products/services reliable and do they effectively provide a solution? Are you reaching your target audiences? Do you communicate a compelling value proposition?


Content Marketing is Essential

Arnie Kuenn, President – Vertical Measures


Which marketing activities can help you achieve your goals? 

Develop a marketing strategy to draw visitors to your website and connect them with your solution. For example, create and share high-quality industry content or utilize marketing automation software such as HubSpot, a powerful all-in-one tool for creating customized and streamlined experiences for your clients, prospects, and leads. The best game plan is one that coordinates activities so that your marketing efforts are tied to specific goals within specific timeframes.


What if my marketing plan needs to be changed?

Your 12-Month Marketing Activity Plan is an agile document and should be designed with flexibility in mind, customized to your business goals and needs. Plan for the future and measure progress along the way: new opportunities, market changes and developments, and results of marketing activities continuously lead to modifications. Consider how potential customers find information and strategically make sure your content is found there.


Content Marketing is Essential

Arnie Kuenn, President – Vertical Measures


How do you measure results of your marketing activities?

With your dynamic marketing plan in hand, you’re ready to divide activities into quarterly projects that fit your budget. This should include collecting and measuring pre-determined metrics, tied directly to your set goals, to evaluate on a regular basis. This clarifies your objectives and reveals the modifications necessary to strengthen your plan. Envision where you see your business at specific milestones.


What is top-priority for anyone just starting with marketing planning?

Your top-priorities are to create awareness of your product/service, engage with your leads, and focus on converting those leads to customers. When you plan well, your customers feel confident in your business, you effectively meet your business goals, and you save precious time and money down the line.


Key Marketing Activities

Tie activities directly to marketing goals: from generating awareness at the top to supporting sales efforts and strengthening loyalty at the bottom


TREW Marketing is ready to help you get started

Remember, look back, move forward!  Need help getting started? TREW’s collaborative marketing planning process leads to the smart, collaborative, efficient, and cost-effective ways to achieve your marketing and business goals. Learn more about our proven marketing methods by downloading our free ebook, Smart Marketing for Engineers, or contact us today to learn about our marketing planning service.

Global Defense Publication Features TREW Client Marvin Test Solutions

Jane's Defence Weekly

Last week, TREW client Marvin Test Solutions was featured in one of the world’s most-read defense news outlets, Jane’s Defence Weekly for its leadership role in closing the armament test gap on 4th generation aircraft, including the A-10, F-15, F-16 and F-18.

MTSFor 25 years, Marvin Test Solutions has provided military- and commercial-off-the-shelf test solutions that are military-ready, offer aerospace-quality performance, and lower the overall cost of maintenance and sustainment.

DSEI 2013-Marvin looks to close 'armament test gap'

In the news article, which was a top story on the home page of Jane’s Defence Weekly, the editor discusses the critical armament test gap. The armament test gap is a challenge caused by today’s 4th generation aircraft – which, though loaded with new smart weapons and bearing little resemblance to original systems, are still required to be tested with the same or similar armament circuits preload test set (ACPTS) used for earlier aircraft.

According to the article: “Marvin’s solution to the issue, the MTS-3060 SmartCan universal organisational-level (O-Level) aircraft armament test set, bridges that gap by effectively simulating whatever smart weapons (such as Joint Direct Attack Munitions, Small Diameter Bombs I and II, and Advanced Medium-Range Air-to-Air Missiles) are being loaded. Furthermore, the SmartCan is also ‘F-35 ready’ and can thus replace the legacy ACPTSs while also accommodating the fifth-generation requirements of the JSF.”

This news comes as a result of strategic PR efforts led by TREW Marketing for Marvin Test Solutions. Press outreach included a press tour throughout the U.S. and Europe, including at DSEI in London, where Marvin Test Solutions CEO and Major General USAF (Ret.), Steve Sargeant was interviewed by Jane’s Defence Weekly.

Sargeant told IHS Jane’s at DSEI about SmartCan and its ability to revolutionize the way new aircraft and smart weapons are tested amidst today’s strained budgets: “The Joint Program Office has asked us to go see the services and the [F-35] partner nations and to generate the understanding of the system and to generate a groundswell of demand because it’s no secret that all programmes are under stress today for funding.”

Marvin Test Solutions’ press tour will continue in Asia in the fall at the Korean Air Show. The press tour and media activity follows an ongoing, comprehensive rebranding campaign where Marvin Test Solutions looks to strengthen its focus on test solutions and association to The Marvin Group, known for its 50-year history in aerospace.

A big congratulations from the TREW Crew to General Sargeant and the Marvin Test Solutions team for a very collaborative and successful press outreach and tour thus far.


Further Reading and Related Blog Posts:

Public Relations coverage in prominent outlets boosts SEO, builds credibility, and helps create long-lasting relationships with journalists.

Global Aerospace Test Solutions Provider Selects TREW Marketing for Rebranding Campaign

5 Core Steps in the PR Marathon

How Strategic PR Boosted One IT Company’s News Coverage by 125%


Global Aerospace Test Solutions Provider Selects TREW Marketing for Rebranding Campaign

 Marvin Test Solutions Chooses TREW for its Industry Knowledge, Strategic Marketing Expertise

Marvin Test SolutionsAUSTIN, Texas – July 16, 2013 – Marvin Test Solutions, a global provider of aerospace and manufacturing test solutions, announced today its selection of Austin-based TREW Marketing to lead the development and execution of a rebranding campaign that will position the company for the next 25 years. The New Name, Same Aim campaign centers on Marvin Test Solutions’ long history in the aerospace and manufacturing test markets. The company chose TREW because of the agency’s decades of experience and knowledge in the test, automation, and broader engineering and sciences markets, as well as its strategic, integrated approach to marketing – from brand positioning and web design to print and online advertising.

“TREW’s experience working with engineers and the agency’s results-driven approach to marketing make them a strong marketing partner for us,” said Steve Sargeant, CEO of Marvin Test Solutions. “Working with TREW for just a short time, we’ve already made important steps in refining our company’s position and communicating our future focus to our customers and key markets. We are well-positioned going into the second half of 2013.”

Marvin Test Solutions is a business unit of The Marvin Group, an award-winning group with a 50-year history in the defense and commercial aerospace industries. Celebrating its 25-year anniversary, the company provides long-term solutions and support that meet the precise challenges of aerospace and manufacturing test applications. Its proven success includes systems deployed in support of major platforms in use around the world, including flightline, intermediate-level, depot-level, and production acceptance testers for F-16, F-15, TA and FA-50, AH-64, Boeing 737 and 787, and commercial space systems.

As TREW Marketing works with Marvin Test Solutions to build a marketing foundation that will serve the company for decades to come, services and projects will include:

“Working in the mission-critical arena of aerospace test requires that Marvin Test Solutions’ marketing strategy is specific and unique, speaking directly to the needs of military and commercial aerospace providers,” said Rebecca Geier, Principal and Co-Founder of TREW Marketing. “With our focus of serving engineers and our full-service marketing approach, we can help Marvin Test Solutions grow its awareness and success as it positions itself in the aerospace and manufacturing test markets for the next 25 years.”

Marvin Test Solutions expects to roll out its New Name, Same Aim campaign throughout 2013.

About Marvin Test Solutions

Marvin Test Solutions, a vertically integrated aerospace test and measurement company, has delivered innovative, feature-rich test solutions for factory, flightline, intermediate-level, and depot-level applications since 1988. As a business unit of the Marvin Group, an award-winning aerospace group with a 50-year history in the defense and commercial aerospace industries, Marvin Test Solutions has test systems deployed in support of most of the major defense aircraft and munitions in use around the world. Marvin Test Solutions quickly delivers full-spectrum, successful test solutions – making test, maintenance, and sustainment of the most mission-critical systems easier and faster.

About TREW Marketing

TREW Marketing, headquartered in Austin, Texas, is a full-service B2B marketing firm uniquely serving leading engineering and scientific companies that target technical markets. TREW uses decades of specialized experience to create custom marketing programs that help customers efficiently and effectively achieve their business and sales. TREW takes an integrated approach using a wide array of marketing services, including market research, brand identity, positioning and messaging, product launch planning, website strategy and design, search marketing and public relations.

Related blog posts

Silex Technology Selects TREW Marketing for Branding and Marketing Strategy

Crank Software Selects TREW Marketing for Embedded Industry Outreach

New Case Study: TREW Marketing Unveils the Secrets of Its Own Marketing Strategy

TREW Case Study
Today, TREW Marketing released a new case study showing a strategic approach to content marketing that ultimately drove 50% revenue and 150% lead growth. This case study takes an in-depth look at the methodology behind four marketing principles, each described with corresponding activities and results. But, the case study is not about one of our clients – it’s about ourselves. We decided to take a snapshot of one year – 2012 – and show what we achieved by practicing what we preach. A few of the topics we discuss in this case study include:

  • Building a solid foundation
  • Website redesign and SEO improvements
  • Timely PR outreach and media relations best practices
  • Customer-centric blogging and consistent social media outreach
  • Engaging e-newsletters and automated lead follow-up
  • Content marketing with focused premium content

Prepared by the TREW Crew, the new case study provides you with a strategic analysis of our own marketing strategy so that you can learn from us and consider the right marketing approach and investment for your company.

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TREW Delivers Marketing Strategy for Client’s Software Product Launch

crank software logo“TREW’s marketing expertise and knowledge of the embedded space make them a trusted advisor to help us drive awareness and demand, as we continue to grow our business and market share,” said Jason Clarke, Vice President of Sales and Marketing for Crank Software. “They have a proven track record developing and executing strategic marketing plans that focus on results, and we’re extremely pleased with the results they helped us achieve on our launch of Storyboard Suite 3.0.”

Crank Software specializes in embedded user interface (UI) solutions that enable R&D teams to more quickly develop UIs for resource-constrained embedded devices like in-car graphical displays and animated GPS systems.

When Crank needed to launch the latest version of their flagship software, Storyboard™ Suite, they chose TREW Marketing for our experience in developing product launch plans that target embedded design engineers. Crank sought to increase awareness of Storyboard Suite 3.0, drive web visits and capture leads through software evaluation downloads.


Marketing communication strategy for the Storyboard Suite 3.0 launch including:

  • Media relations strategy and execution
  • Search engine optimization and advertising
  • Launch email and automated direct marketing
  • Social media strategy and execution
  • Partner co-marketing with QNX in the Consumer Electronics Show concept car


  • 85% increase in evaluation downloads
  • 56% increase in online leads following the launch
  • 38% increase in total web traffic following the launch
  • 237 news release postings to online sources
  • 2 contributed articles in RTC and Embedded Computing Design
  • +3-minutes time-on-site to launch landing page
  • 2-hours time-on-site generated from Twitter links

Beyond the Storyboard Suite launch, TREW Marketing continues to serve as Crank Software’s marketing partner, providing ongoing strategy consulting, brand and product-level messaging and positioning, media relations, content marketing, partner co-marketing, search engine optimization, search advertising, social media and email marketing services.

Crank Case Study Keyword

Crank Case Study Web Visits



























Want to learn more about product launches?

15 Tips To Demystify Product Naming

light blubSo you’ve developed a new product for your technical industry – spent hundreds of hours and undergone multiple rounds of revisions and beta tests, figured out your pricing and distribution model – and now it’s time to bring it to market.

The initial step towards launching your product is to name it.  You’ve invested significant time creating it and it’s your baby — not just any name will do. It needs to be memorable, searchable (particularly on search engines), unique in your industry, and relevant to your target audience.

So where do you begin? First you need to collect ideas. Gather a cross-functional team from across your organization of at least 3, but no more than 10, to brainstorm name ideas. After the initial brainstorm, have a few decision makers come together and decide on the top 5-8 names. Then take those 5-8 names and create an online survey that you can distribute to your internal key decision makers.  From there, you can reduce the options down to the top 3, and vet each one out and make final recommendations.

The following 7 tips will help guide you through items to discuss when narrowing down the choices to a final product name.

  1. Determine a naming strategy that you will follow for this and future product names. Two primary strategies exist in the realm of product naming: highly descriptive and suggestive. The former will roll under your company brand and will not be trademarked, the latter may be stand-alone brands or can be linked with your corporate brand and can be trademarked. An example of a descriptive naming strategy is Apple, with its iPod, iPhone, and iPad products. OXO is an example of a suggestive naming strategy with names like GoodGrips, Touchables, and SteeL. While less descriptive than Apple’s product names, the OXO product names still strongly suggest what distinguishes the different line.
  2. Use short, descriptive names that are generally three or fewer syllables.
  3. Make it easy to spell, pronounce, and remember. Italics and capitalization of different letters make it difficult for people unfamiliar with the product name to remember how to spell it correctly.
  4. If the product will be launched and used globally, consider the implications of the product’s name in other countries.
  5. Avoid naming a product by an acronym that has to be spelled out in order for the public to understand the mark.
  6. Research potential product names by performing online searches for third-party use of an identical or similar name, mark, or description used in connection with similar products
  7. If you plan to apply for a trademark, visit www.upto.gov to search the U.S. Patent and Trademark Office for third-party applications or registrations of a similar designation for a similar product. If the application or registration has been abandoned or listed as dead, know that the third party still may have rights, where you would want someone in the legal field to review.

Evaluate the potential names with specificity and objectivity. It’s not enough to say, “I like it” or “I don’t like it.” Use the following eight categories to understand why a name will or won’t work.

1. Appearance – Is it easy to spell? And how will the name look in a logo, ad, billboard, etc.

2. Distinctive – How different is the name from the relevant product competition?

3. Depth – Names with depth have layers of meaning and association, and keep surprising you with new ideas with each layer.

4. Energy – Does the name have life to it? Can it carry an ad campaign on its shoulders?

5. Positioning – How relevant is the name to the positioning of the product?

6. Sound – This is two-fold – how does the name sound and how easily is it spoken to the customer? Word of mouth is a big part of marketing, but if people aren’t comfortable saying the name, the word won’t get out.

7. Trademark – This is easy, is it available? It’s either likely available, may be available, or not available.

8. Web Domain Name – Again, this is easy, is the URL available? If so acquire it before someone else does. If not, determine if the URL is available for your option 2 or option 3 name; or find out who owns the URL and see if you can acquire it from them.

After you have chosen a name for your product. It’s time to launch it. Smart Product Launches for Engineers provides a framework for how to plan, position, and implement a marketing activity plan that generates buzz and drives leads for your new product.

Related Blog Posts:

How to Use a Well-Time PR Launch to Spread Your Message

Practical Steps for Creating a Product Positioning Statement

Want to Marketing Against Your Competitors? Proceed Carefully

New E-book: Smart Product Launches for Engineers

Today, TREW Marketing released a new e-book, written specifically for the business owner, product manager, and marketing leader preparing to launch a product targeted to technical audiences in the B2B space. Available for download on our site, Smart Product Launches for Engineers, part of the Smart Marketing for EngineersTM Series from TREW Marketing, provides a framework for developing your product launch plan, discusses how to position your product in the marketplace, and includes practical tips for choosing, implementing, and measuring smart marketing activities and tools. It also includes case studies of three diverse, successful product launches.

Screen Shot 2013-08-20 at 2.40.41 PMIn this guide:

  1. Plan the Launch
    You spent a great deal of time and resources developing your product, now you need to launch it to market, but how? You need a plan. Walk through the process of creating a successful product launch plan that can have significant long-term success. Identify your target audience and determine your marketing goals and measurable objectives.
  2. Brand Your Product
    With a plan in place, follow our three step process and learn how to define your product brand and position it in the marketplace. Also included are examples that help illustrate the process.
  3. Determine the Marketing Mix
    Execute your product launch and achieve your objectives with a smart mix of integrated marketing activities. Review important considerations and explore various activities to determine which marketing channels will make the greatest impact at driving awareness and generating demand.

TREW Marketing selected as finalist in BtoB Magazine’s annual list of Top Agencies

B2B Top Agencies 2013TREW Marketing has been selected as a finalist in BtoB Magazine’s Annual list of Top Agencies in the small agency category for the second year in a row. We were included in the Top Agency Special Report for achievements in the following marketing programs:

  • Strategic media outreach leading to publicity in top national outlets, including seven features in top-tier outlets and six contributed feature articles
  • Co-marketing campaign driving 320% lead growth for an embedded wireless product manufacturer
  • Lead-nurturing email campaign resulting in 45.9% open rate and 17.3% click-through rate
  • Full-Service integrated marketing program, results including:
    • 32% YoY growth for total web visits
    • 46% YoY growth for organic search web visits
    • 41% YoY growth for search advertising click-throughs with a flat YoY budget
    • More than 2X the industry average open rate for email marketing, at 33%
    • More than 2X the industry average click through rate for email marketing, at 23%
    • 43% increase of monthly average web leads after the website redesign, totaling a 14% YoY lead growth
    • 2,018 news release postings on media sites

In addition to the successful marketing programs for our clients, TREW Marketing’s business growth is highlighted in the following 2012 achievements:

  • 50% YOY revenue growth from 2011 to 2012
  • 44% YoY increase in project accounts
  • 30% increase in specialized technical marketing team
  • 56% increase in site web traffic to trewmarketing.com
  • 82% increase in social media reach
  • Two published webcasts, one white paper, and 40 blog posts published on trewmarketing.com
  • Inaugural launch of TREW News, our quarterly E-newsletter, which increased leads by 169% within the first week
  • Certification in the HubSpot all-in-one inbound marketing software platform

To compile the list of Top Agencies, BtoB Magazine surveyed agencies in its database through an online form in four categories (small, midsize, large, and interactive). The finalists in each category were selected based on percentage of total business that is B2B, revenue growth, client wins, and innovative work.

TREW is honored to be included in the BtoB Top Agency report, and is already off to an impressive start to 2013. In addition to the BtoB feature, TREW was recently covered by The Austin Business Journal for our marketing partnership with Silex Technology America.

You can read about the rest of TREW’s award-winning marketing programs on our awards page, or read our most recent news releases on why clients choose to work with us.

Silex Technology Selects TREW Marketing for Branding and Marketing Strategy

Crank Software Selects TREW Marketing for Embedded Industry Outreach