       |
 Problem: A lot of firms supply the "production monitoring" process, but few offer tools that go beyond "what's going on" and into the arena of continuous process improvement and increased productivity. Branden Technologies does. However, this Unique Selling Proposition (USP) requires education and customers do not often take the time to be convinced. So, how do we get customers interested in going a step further to find out more? Solution: By asking the question, "Beyond price and quality, what are customers most interested in?" Answer: ease-of-use. Diversity decided to mix education about the Branden Technologies story and offering with the Number 1 benefit that customers want - ease-of-use, thereby creating a total BENEFIT MESSAGE that customers would pay attention to. A full-page ad in the appropriate magazine highlighting the brand (SHOTSCOPE) and capturing attention with "The One Touch Know-It-All" communicated everything. Results: Highly-qualified leads. Subsequent to this campaign, Diversity developed launch materials for a new highly-competitive production monitoring system. The system was announced in July 2000. |
