Momentum helps Micropower Corporation market Powergold, the world’s fastest and most intuitive music scheduling software, to the broadcast industry worldwide. A heritage brand, Powergold needed to reinvigorate and revitalize its domestic brand awareness to match its success in overseas markets.
Deliverables
RESEARCH
Develop and deploy a user survey to understand the marketplace for music software and discover why Powergold is so popular among its users, at home and internationally. Based on these answers, a refined key value proposition was identified and the rebranding of Powergold could start.
BRANDING
Create new logo and branding as well as core messages based on the research findings around ‘ease of use’ and ‘support and training,’ aspects of Powergold which are unrivalled by its competition.
CONTENT CREATION
Establish and maintain Powergold as the premier choice for the world’s finest music programmers by creating compelling and engaging explainer videos, on-camera testimonials, music programming editorial content, social media posts, as well as seasonal and tradeshow-specific material.
WEB DEVELOPMENT
Develop a new website designed to optimize SEO, showcase blog and video content, provide social media integration, and provide a method of harnessing visitor data and qualified sales-ready leads.
LEAD GENERATION
Generate sales leads on a daily basis using marketing automation and a variety of highly targeted cross-platform content pieces. Utilize outbound email marketing with highly relevant video highlighting Powergold’s stellar support, showcasing the high praise from its users, as well as the latest enhancements to the software. Assist the sales team in targeting different segments of the industry and identify high-value sales opportunities.
TRADE SHOWS
Produce a new trade show booth and travel to industry conferences to provide support for Powergold staffers and shoot video and testimonials in a live setting.
RETURN ON INVESTMENT
Coordinated all marketing efforts throughout the year
Leveraged finite marketing budget to achieve measurable results
+300%
Web visits increase
+200
Qualified industry leads delivered per year
+10,000
Social likes and video plays
+20%
Outbound email campaign open rate
