Penetrating a New Market Segment

Penetrating a New Market Segment

Connecting a brand promise to the needs of an entirely new audience for instant credibility in a new space

Challenge

Penetrating the food processing industry for a lubricant brand traditionally known for its performance in the industrial manufacturing space is not an easy task - particularly with a limited product offering and absolutely no brand recognition within the new target segment.


Ideation

While it may not be overtly evident, there are actually many similarities between the lubrication needs of food processing operations and traditional industrial manufacturing - in many ways, the food processing space can be even more demanding. We needed to connect Sprayon's proven performance in the industrial space with their ability to address lubrication concerns that were very specific to food processing operations while also assuring food processors that the new product line exceeded their complex safety regulations. The connection was made by creatively placing the Sprayon product line with well-known food items while communicating the specific benefits of each product.


Execution

We created an integrated program which kicked-off with a targeted dimensional mailer sent to key personnel in 2,500 food processing facilities to introduce them to the brand and pique their interest. A targeted print and digital ad campaign helped raise the general awareness of the new offering. And a dedicated microsite provided the central hub for all campaign activities - allowing end-users to interact with each product to understand their benefits, get the appropriate food-safe documentation, and acquire free samples to experience the benefits of the products first-hand. The kick-off program resulted in immediate penetration into key food processing facilities such as Kraft and Butterball which helped subsequent efforts by lending further credibility to the program.

OUR APPROACH

While our methods have changed over time, our approach has always been consistent - we deliver targeted and measurable integrated marketing programs that drive outpacing revenue growth. Now more than ever, the ability to drive measurable results is mission-critical for today’s marketing organizations. It not only facilitates post-program ROI analysis, but it also drives resource allocation (and re-allocation) decisions during programs to get the most from your marketing spend.

ATA will help you drive these measurable results. Our structured Accelerated Growth Process will help transform your marketing organization from a cost center to a revenue center by clearly demonstrating the revenue impact of your efforts. Our strategies and tactics are shaped by our staff experience which include a Fortune 100 Marketing Executive and experienced product management leaders who understand the challenges of today's marketing organizations and the strategies that can lead to outpacing growth. And our turnkey, full service creative and production capabilities provide the speed, agility and expertise to bring your marketing programs to life quickly and effectively.

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