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 Problem: Although the company's competitive advantages and talents were strong, Transcat had limited awareness in the marketplace. In addition, there were no clear leaders in the calibration business at a time when "meeting standards" and "being accredited" were life-and-death issues for the calibration industry and the companies they served. Transcat came to Diversity to find out how to build awareness and preference. Solution: Over a very short period of time, Diversity executed a group of strategies and developed three tactics to support them: deliver a quality national symposium program, develop a series of white papers to build credibility, and activate a strong newsgroup monitoring campaign. Diversity provided an Internet content strategy to produce a robust, attractive and user-friendly site that would satisfy inquiries from prospects and encourage repeat visits. Diversity also increased awareness, motivated prospects to enter the sales cycle and built demand through traditional direct mail, on-site presentation materials, collateral and fulfillment materials and sales training. Result: Transcat is now positioned as an emerging industry leader. |
