WPG is the largest electronics distributor in Asia, and their North American counterpart, WPG Americas (WPGA), needed to increase brand awareness and name recognition to best position themselves in the North American market. With very little marketing to lean on, WPGA tasked New Angle with creating an effective, omni-channel marketing plan while also establishing and maintaining the brand and identity of the company.
- Online Community
- Digital Strategy
- Web Design
- wynd CMS
- Content Strategy
The largest piece of New Angle’s recommended marketing plan was to create a community for their audience to engage with. This community, which was named Designing Tomorrow’s Technology Today, or DT3, was branded to be a tech hub of content related the industry. Thus, the DT3 community is comprised of WPGA blogs, press releases, white papers, eBooks, supplier and product line cards and more. The main goals of the branded DT3 community and newsletter distribution plan was to help establish WPGA as a thought leader in the semiconductor and electronic component industry, mainly in North America, and to engage current customers, and to gather leads for new customers.
The overall marketing plan included social media account creation, audience curation and posting, email marketing, video production, and internal marketing collateral creation such as white papers, eBooks, supplier and product line cards, flyers and brochures and landing pages for event marketing. We also wrote blogs and other content for the community's seven focus areas of lighting, storage, embedded, power, IoT, PEMCO and general electronic components/news. This also included ghost writing activities for over 10 executives.
The DT3 community and newsletter distribution plan, as part of a larger marketing strategy, increased the brand awareness of WPGA, attracting an audience of approximately 2,000 users each month. Our monthly newsletter subscriber list is nearly 30,000 contacts with an average open rate of 17.85%.
In total, our content creation efforts produced over 480 blogs, which we promoted on social media and in the weekly newsletters. Before our omni-channel marketing plan was put in place, WPGA's Digital Footprint was small, and with this large influx of consistent content and other marketing initiatives, we undoubtedly grew their reach and brand awareness.
When we began nearly two years ago, WPGA’s social media account were underwhelming with an overall following of 4,571 across social media. Through targeted audience development and follow-for-follow tactics, frequent posting, engagement and the addition of Facebook, we’ve grown the WPGA social media following to over 10,400 followers, a 127% increase.
By placing banner ads on the DT3 community, we directed the audience to download specific resources, such as white paper and eBooks. We conducted over 20 ad campaigns in total for WPGA. Through sharing content to the community and creating these lead generating ads to promote white papers and eBooks, we increased the number of new customer leads. Since 2016, we've generating over 800 leads from our marketing efforts.