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Revitalizing a brand
Machine Marketing worked with Leibinger USA, a manufacturer of continuous inkjet printing equipment, to assess the market. Leibinger was underperforming, and their marketing support was coming all the way from Germany. At the outset, Machine Marketing engaged in a qualitative study of the market. We spoke with a number of distributors that carried both the Videojet and Markem Imaje lines. They had a vague understanding of the Leibinger line and thought that it was a quality product. However, they felt it was unknown to the end-user and a more difficult sale. Machine Marketing developed a brand resuscitation program after a lengthy sales channel evaluation process. New dynamic space advertisements were created. The two advertisements were placed over a two-year period; the first was product related and the second a testimonial. An aggressive publicity campaign was put forth to compliment the advertising. Machine Marketing negotiated a media plan that outworked and outperformed the given budget. The ads and publicity releases invited new distributor inquiries. Also, a distributor sales incentive plan based on new business was developed. The incentive plan closed at the Pack Expo in Las Vegas. |
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