Building a Market Position
How can we unify our marketing efforts?
Without careful planning, a series of new product introductions can create confusion in the marketplace. But a well thoughtout program can reposition a manufacturing company as a technology leader.
To make certain prospective customers understood the company’s direction, Great Lakes Instruments asked us to develop a multi-year plan to introduce new sensors and controllers that would broaden their line and take them into new markets.
Building blocks of a growing reputation
The company was known for a single product category. They needed to quickly expand sales through new sensors for other types of measurements, as well as through sales of controllers.
Through a detailed overall plan, each new product introduction became a building block for the company’s growing reputation. The integrated marketing communications program unified the introductions, so that the company became known as a technology leader with a clear direction in measurement and control.
Results
Successful product launches, and a reputation for technology.
