Differentiation Leads to New Market Segment

Differentiation Leads to New Market Segment

Addressing the needs of a new market segment for valuable differentiation & immediate penetration

Challenge

For years - even before Johnny Bench uttered the iconic "No Runs. No Drips. No Errors." - the Krylon brand has been synonymous with aerosol paint. But for utility locators, spray painting a mark on a sidewalk or a lawn to indicate a gas line below ground carried much more weight and responsibility than simply painting a park bench.


Ideation

We needed to leverage the strength of the Krylon brand but also disconnect it from its traditional placement as a "household" paint. The benefits of the new marking paint offering had to resonate with utility locators and their specific needs. "Don't Miss a Beat" would become Krylon's brand promise to utility locators - providing a critical tool they needed to do their jobs effectively and efficiently every day.


Execution

ATA launched an integrated program at an industry trade show and carried it through targeted print and digital ad campaign demonstrating how the new offering allowed locators to not miss a beat in their every day profession. The campaign drove users to a dedicated microsite - a unique experience away from the traditional Krylon brand website - which, in addition to learning more about the Krylon Industrial product offering, allowed end-users to watch videos dispelling popular "myths" about what locators needed and demonstrated how Krylon addressed their ACTUAL needs. Additionally, we developed an interactive calculator which demonstrated how the Krylon benefits could improve the locating company's productivity and profitability. This concerted, integrated effort has driven the Krylon brand to a coveted status as the utility locator's #1 choice in marking paint and long-term contracts with some of the largest locating firms in the U.S.


At the time of this writing, the Don't Miss a Beat Website was still active as was the Web App Savings Calculator.

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.

{ Contact us today and let's see how we can help you grow your business }