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Multimarket strategy
If you are a design or MRO engineer, you know the difference between a “what-a-headache” and a “no-sweat” proposition. Barco manufactures rotary unions for a variety of markets. The market leaders traditionally had marketed a one-size-fits-all mentality. Through research and testing, Barco had come up with Nitroetch, a game-changing technological breakthrough that greatly enhances the performance life of a rotary union in the harshest of environments. Machine Marketing met with engineers within the printing equipment and machine tool industries to research product viability. The new product line could be utilized within both liquid and high torque applications. The new line provided additional value to the original equipment manufacturer as well as their end-use customer. A sales-incentive program was designed to spur sales activities with the distributors as well. Digital advertisements were emailed on a quarterly basis and an intranet site was developed for communication and tracking of sales results for the sales incentive campaign. A number of additional marketing tactics were implemented, including a renovation of the website, an interactive campaign with Globalspec and other SEM tactics. |
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