OpportunityOur client is the US subsidiary of a German-based engineering company, providing unique, highly sophisticated solutions for industrial automation challenges. Even though its products were enthusiastically accepted by the American divisions of its many European customers, there was considerable room for improvement regarding the penetration of purely domestic customers with the same application solutions. It was deemed both an issue of appropriate access, as well as differentiated, comprehendible positioning to American users.
Action
TransAdvantage was asked to review the company’s “go-to-market” strategy, the positioning of the performance program and the channels. Augmented by our comprehensive understanding of the target market and many related, synergistic products, we conducted extensive research through personal communication with “typical” American market participants, focus groups and numerous partner interfaces. We reviewed the positioning, the messaging and the content of all relevant technical and marketing communication.
Result
The company adopted a revised, multi-pronged marketing strategy: While continuing to service its traditional clientele with direct sales resources, certain segments of the broader target market are now being approached through a network of specialized dealers and distributors. A “new” series of product solutions were positioned to more closely reflect American standards, without fundamentally altering the core product. We developed all associated communication, training and support tools, and launched a series of ongoing promotional activities and events. The business has since grown disproportionally, the company has gained significant share from more traditional competitors and has expanded its footprint substantially, adding many highly effective channel partners without impairing its direct sales.
We would be glad to share details of our work without identifying the client’s name or specifics which would allow identification of the company or its competitors.
