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The first question to ask is “What am I trying to communicate?”. Once you know this in your sleep, deciding which Web 2.0 tools to use should be easier to determine.

The blog is the most valuable in my opinion for two reasons. First, frequent activity on your site will increase your search engine presence. Second, your voice helps to communicate more about your brand. The key is figuring out what you will write about with consistent frequency that is of value to your customers.

Facebook is a phenomenal tool for businesses. Mainly the groups function. Companies can develop a fan base, invite fans to special events, or facebook fan only sales, etc. Having the group set up is a good entry level step, but your creativity will take it to the next level. Remember you are trying to stir people to talk about you. All the marketing tools in the world will never top ‘Word of Mouth’. Offer a Facebook fan only sale of some sort and I’m sure if you’re offering is right people will talk.

This really just scratches the surface of online tools available. Proceed with some caution. It’s easy to get spread too thin on too many tools. Pick a couple avenues and become an expert in utilizing them.

Thanks for the detail. It really helps to have the story before the question. Your story is very intriguing and sounds complex. Without knowing more about your product and probably spending a full business day discussing options, your question is hard to answer in depth. Although, here are a couple general directions to consider.

Your competition has taken advantage of your absence. Now it’s your turn to spin your silence in your favor.

Your product line will always be the “Original”. Loyal consumers know the real thing verses the ‘knock off’. Consider taking that position since no other brands can authentically make this claim.

I would focus on communicating a story that addresses your two years. Of course you need to make it positive. Something like.... after two years of extensive research and development, the luxury brand you’ve grown to love now has even more reasons to prove it’s love for you. You see where I’m going. Strategy is key. Take a look at my comments in previous posts about ‘rebranding’.

You don’t need a huge budget to break back into the market for a force that will instill fear in your competition. You are the leader. Remember they are knocking you off. All you have to do is reclaim your seat at the throne.

If you have more questions, we could further this direction off-line.