Finding the Value Proposition and Building On It

Finding the Value Proposition and Building On It

It's not always about first to market, innovation or technology... sometimes it just comes down to people

Challenge

MACtac, a leading supplier of adhesive and films, was a solid option in the marketplace among label converters. They wanted to create new marketing and advertising program based on their strengths. Determining if their strengths "mattered" to their target audience and finding the best way to communicate those differentiating strengths would prove to be a significant challenge.


Ideation

Through internal sessions and VOC, we learned that the greatest strength of the brand was their people and that the service that MACtac provided was a critical differentiator for the target audience. We created the tagline "It's the label and everything behind it." - which connected the brand to the performance of the adhesive as well as the people in the organization that made the brand so desirable. While it was the products and applications that kept MACtac in the game, it was the people who were the real game changers.


Execution

We rolled this new program out with sales collateral, print & digital ad campaign and promotions that enabled MACtac to solidify their relationship with existing customers and create new ones along the way in the medical, automotive and consumer products markets. The collateral program not only highlighted the products and their real-world applications, but focused on the biggest differentiator for the MACtac brand - its people.

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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