We are a small system integrator that some time ago saw a niche/opportunity and decided to develop and now manufacture our own product for the video surveillance market. We quickly realized that designing and building a product is totally different from selling it, and we are obviously not where we want to be in terms of sales and brand recognition.
We are formulating a new marketing plan/strategy and would like to get some input on some of the many tools/techniques available nowadays to create product/brand awareness. It seems like nowadays there is more available then ever if you look at trade shows, printed publications, social media (LinkedIn, Twitter, Youtube, etc.) and online tools (SEO, AdWords...), etc. and with our limited budget I feel like we need to capitalize on these options. However, it seems like we are not able to see the forest from the trees and we are not making the progress desired.
I'm hoping some of you that have gone down this path can shed some light on what worked and what did not. Did you keep it internal, or did you call in a firm that can kickstart the process? If so, are there any recommendations for firms like these? There are quite a few out there selling these services, but unlike the many camera marketing gimmics that are debunked here on IPVM, we are left without much else but our gut feel when making a choice. The ultimate goal is obviously to create brand awareness and generate leads, what have your experiences been?
Thanks in advance for your input!!