Eduardo Conrado, senior VP-CMO at Motorola Solutions, is putting more emphasis on the solutions part of Motorola marketing. The company, which serves such b-to-b markets as retail, public safety and government, broke off from Motorola Inc. in January 2011.
“We are continuing to move toward a solutions orientation, addressing the needs of our customers at a vertical-segment level,” Conrado said.
The company's “Rise” campaign, which was launched last year to announce Motorola Solutions, evolved this year with an emphasis on vertical markets.
In January, Motorola Solutions broke a campaign aimed at the retail market called “The Experience Is Everything.” It includes print and online, and shows how Motorola Solutions provides technology for the retail industry.
“The campaign talks about the evolution of retail and the push into an "omnichannel' environment, so that when customers come into a store armed with smartphones, sales associates can be empowered,” Conrado said.
A second campaign, “Safer Cities, Thriving Communities,” broke in August and is aimed at public safety officials. It showcases technology Motorola Solutions is putting into the hands of firefighters and police to make cities and communities safer and manage the complexity of related data. The effort includes print and online. Budgets for both campaigns were not disclosed.
“We are heavy on digital, but we still do a lot of high-touch customer events,” Conrado said. “On the print side, we use vertical trades aimed at public safety and retail, and we augment our vertical campaigns with social media.”
Conrado said another big push for his marketing department this year was creating sales enablement content and distributing it through marketing and sales automation systems. Motorola's solutions marketing teams and advanced technology teams conduct research on customer stories and industry issues, create content with a vertical-specific focus, then distribute the content to sales teams using automated systems.
“We still do product-specific material, but we are providing more thought-leadership materials, trends on verticals and a higher-level view for customers,” Conrado said.