DATUM BRANDING & MARKETING

A Strategy Beyond the Shelf

As a manufacturer of shelving, filing and storage systems in the United States, can a brand differentiate itself from competition? Vigor thought so, and Datum tapped Vigor to prove it.

Challenge

Datum has a wide array of products that all fall under the categories of storage and filing systems. Each one has its own unique offering with specific benefits to the client. Vigor's challenge was to help build a solid brand identity for Datum a seen in its many touch points including web, literature, and tradeshows.

Solution

Vigor's growth with Datum has been steady. At first we were hired to help with one brochure. From this project, others quickly spawned. Currently, Vigor handles all brand management services for the brand. We guide their in house design team and consult with their marketing department to ensure the brand is growing in the right direction.

Vigor has focused on solidifying brand standards throughout the multiple projects. The key is to allow designers enough freedom to be creative without losing the image all together.

Beyond brand management, Vigor has been integral in developing new ways of marketing and advertising Datum. We introduced email marketing and saved the company thousands per year spent on printing and fulfillment while concurrently increasing response, metric and return on investment.

Search engine marketing was introduced in 2008. Within 8 months of the pay per click search marketing campaign launch, Vigor had increased the return on investment by 600%.

Tradeshows were invigorated with the introduction of animated games that got the show's visitors to engage with the brand and the product being promoted. 'Pushing the Envelope' and 'Get Hooked' challenged players to virtually use the storage systems manufactured by Datum.

The Datum website has been the most integral part of Vigor's branding. It has become the epicenter of the brand. Vigor designed and developed the site so it could grow with the brand over the years. We are constantly adding new features and new additions that keep the sales team, resellers and dealers all engaged.

Results

The conglomeration of services provided by Vigor has created results. They may be hard to measure by objective numbers, but the results are undeniable by everyone inside and outside the company. Every campaign has yielded results and return on investments.

With a focus on smart marketing and brand investing, Vigor has become an irreplaceable partner with Datum.

Datum Storage Systems Website

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