The Adobe Flash plugin was not detected. To view dgsmarketingengineers.com correctly please download the latest Adobe Flash plugin.
dgs Marketing Engineers®
Marketing Communications For Technically Minded People.
Challenge and Solutions
Industry positioning initiative – Sandvik Coromant Manufacturing Economics
In the world of manufacturing, editorial in trade magazines is often dominated by a handful of major equipment builders. So, it’s not surprising that when editors are looking to write about ‘the big picture,’ they typically turn to executives from those companies to provide expert opinions on the state of the industry. dgs saw an opportunity for our client Sandvik Coromant (who manufactures consumables used by those builder’s machines) to transcend that paradigm by creating an industry positioning initiative called ‘Manufacturing Economics.’ Using general industry productive statistics carefully collected, tabulated and analyzed by Sandvik Coromant’s engineers, dgs developed a set of communication tools that included everything from interactive multimedia to brochures, and set off with the company president to do a nation wide press tour that resulted in over 30 feature stories. More importantly, the campaign positioned our client right alongside the equipment builders as experts in general manufacturing topics that have top-of-mind importance to their customers and prospects.
Integrated marketing communications – Mori Seiki ‘Innovation’ campaign
How do you manage to differentiate an industrial company at the high end of the market where there are a handful of formidable competitors and a target audience that essentially sees product parity? dgs did it by repositioning the brand in its rightful position of innovator, using nostalgic imagery of early innovators and technology linked with concrete examples in the here & now, then closing with a convincing argument for a more productive and profitable future. As is often the case with dgs clients in technology-based manufacturing categories, purchase decisions are made ‘by committee’ and include a wide range of titles and backgrounds. Proof that this campaign resonated with the manufacturing engineers, plant managers, machine operators, and purchasing managers that were targeted by dgs is the fact that Mori Seiki sales increased in the year of the campaign despite a drop in sales for the overall industry.
Branding – DE-STA-CO
When a client presents you with their global brand identity matrix on a standard 8 ½” x 11” sheet of paper, and it takes a magnifying glass to read it, you know you’ve got your work cut out for you. Such was the case when dgs started working with DE-STA-CO, a manufacturing workholding and automation company with world headquarters near Detroit, Michigan. Over the past few years, dgs has actively participated in planning and executing an integrated marketing communications program that has repositioned DE-STA-CO for the future – no small task given the initial splintered brand image the agency inherited. Along the way, dgs has developed and executed a global brand identity standard, a more cost-effective and targeted approach to print advertising and direct mail, an ‘industry focused’ approach to collateral, and a comprehensive public relations program. In addition, dgs consulted with DE-STA-CO to develop a more efficient lead management infrastructure that is utilized by dgs staff who fulfill literature orders for customers, prospects and channel partners, and by DE-STA-CO’s personnel at various levels of the sales process.
Product Launch – FMC Industrial Chemicals
When FMC, one of the giants in the multi-billion dollar industrial chemical arena, selected dgs to name and market a new line of products, the agency was buzzing with excitement. With the first trade show less that 6 months away, there was no time to waste. dgs utilized its proprietary IntelliQUEST™ process for developing a comprehensive marketing strategy that included:
Naming the family of products and the individual products that were part of the initial launch
Identity and design standards for the brand and the launch campaign
Logistics plan for the upcoming trade show
Collateral materials
Print advertising and media plan
Direct mail list and creative
Public relations approach
Web strategy for product family sub-site
Product sales – Aerospace Group, Zilberbrand Group
There are a handful of words you expect people to use when they talk about corporate jets and the people who buy them. Words like elite, glamorous, sexy, and luxurious. But underneath that high-profile public image is the reality of an intensely competitive industry, and an eccentric, hard to reach target audience. What’s more, there are a limited number of publications that reach qualified buyers, and they are full of ‘me too’ classified-style ads listing jets for sale – an unfortunate necessity given the current buying habits of the target audience. In total, this environment presents a unique branding challenge for any competent marketing firm. dgs welcomed this challenge when it was hired by two national corporate jet sales organizations headquartered in Chicago. Each company targets a different niche in the industry but offers similar resources and experience. Aerospace Group specializes in sales of new jets in the $20 million and above price range, and The Zilberbrand Group sells primarily used jets in the $20 million and below price range. dgs developed a Web and print advertising presence to match each company’s needs and differentiate it in the marketplace.