BUSINESS CHALLENGE
Advanced Fuel Tanks were looking for a marketing strategy to help create brand awareness of their business in new markets. Communicating their value in highly transactional markets was proving very difficult when pitching for new work and tenders.
OUR SOLUTION
Industrial Ideas recommended Advanced Fuel Tanks needed to clearly provide evidence of their operational capabilities and the value they deliver using a mix of marketing communications comprising: customer case studies, product branded fact sheets, and capability statements.
The marketing content was delivered in a compelling manner with the right media choices to create awareness in new target markets and support the business development team with their tenders for new work. To win with this type of brand messaging the client also had to ensure their people consistently treated prospects and new customers in ways that are significantly better to the alternatives – their competitors.
Advanced Fuel Tanks quickly realised they needed to further develop their build brand, otherwise they risked being commoditised. And the best response was to differentiate with their marketing. The good news is there’s no such thing as a commodity – only a person who thinks like one.
Industrial Ideas planned and delivered all marketing communications to our client’s expectations – enabling Advanced Fuel Tanks to generate brand awareness and win new business in select markets to achieve their financial targets.