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Case Study: Growing Sales Through Brand Awareness - May. 7, 2018
The Company Admesy was founded in 2006 in the Netherlands. It offers a broad range of test and measurement instruments focused on color and light measurements for in-line production process environments. Their product range includes spectrometers, colorimeters, light meters, light sources, imaging colorimeters, and related accessories for use in display measurements, SSL/LED measurements, OEM spectrometry, and analysis measurements. In just over a decade, Admesy has grown, with 35+...
MATTHEW BEEBE, matt.beebe@photonics.com
Find Marketing Power, Value with LinkedIn - May. 1, 2018
Social media is a principal communications tool, connecting billions of people worldwide across various platforms. To remain powerful, effective, and beneficial within such a large assembly, social media accounts must be used regularly, strategically, and methodically. Some platforms, such as Facebook and Twitter, tend to be more casually social with their connections and content, while others such as LinkedIn emphasize business and industry. LinkedIn has become effective for...
JUSTINE MURPHY, SENIOR EDITOR, justine.murphy@photonics.com
B2B vs. B2C Marketing: Where Does Social Media Fit? - Apr. 1, 2018
Business to business (B2B) and business to consumer (B2C) companies are relying more and more on social media to meet marketing goals. With more than two billion people active on social media worldwide, it has become a crucial tool. For B2B companies, which sell products and services to other businesses, such as in manufacturing, social media marketing is about lead generation. Social media outlets provide a way to target specific customers — individuals and entire organizations....
JUSTINE MURPHY, SENIOR EDITOR, justine.murphy@photonics.com
What’s Your Edge? - Mar. 1, 2018
There are more than 500 photonics companies that sell lasers. When it comes to optics, you have your pick from more than 1600. None of these companies are the same. In fact, it’s hard to observe any discernable trend of characteristics among these suppliers. Sure, we’ve all been seeing the general trend of mergers and acquisitions, especially in the laser market, where consolidation has forced some well-known brands into obsolescence. But would you have guessed that 34 percent of...
RYAN F. LAURIN, VP, DIRECTOR OF SALES AND MARKETING ryan.laurin@photonics.com
‘Dark Marketing’ Poses Opportunity, Incites Concern - Feb. 1, 2018
It’s easy to stick to traditional outlets and advertising campaigns that for years have produced effective results. The business of marketing and advertising is changing to include new routes that reflect today’s increasingly connected world. Taking the risk of bypassing traditional marketing and advertising can be scary, so it’s important to understand nontraditional approaches. Dark marketing — also referred to as covert marketing — is evolving, and...
JUSTINE MURPHY, SENIOR EDITOR, justine.murphy@photonics.com
Effective Branding Takes Resolve, Creativity - Jan. 1, 2018
Establishing a company’s identity amid a sea of others takes creativity and out-of-the-box thinking. But as competitors perform similar work and initiatives, how does a company set itself apart from the pack? “A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining and building your brand,” said Laura Lake, a marketing consultant and author, in a piece entitled “Learn Why...
JUSTINE MURPHY, SENIOR EDITOR, justine.murphy@photonics.com
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Case Study: Growing Sales Through Brand Awareness
Find Marketing Power, Value with LinkedIn
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What’s Your Edge?
‘Dark Marketing’ Poses Opportunity, Incites Concern
Effective Branding Takes Resolve, Creativity
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