Thomson (of Thomson Reuters) is a leader in the information services industry. Its databases and websites are the workflow environments for many professionals. Our material dramatically introduced Thomson Interactive to marketers – telling marketers this is where you can reach hard-to-reach, high-value lawyers, financial executives, physicians and scientists who are highly-involved in purchasing products and services. Thomson Interactive has racked up ad sales.
Donnelly Mechanical is one of the largest HVAC contractors in the New York City metro area. Donnelly’s strengths: 1. It is deeply involved 24/7/365 in everything it does (design, construction, service and maintenance). 2. In regards to energy, it keeps its clients “ahead of the curve of coming legislation and mandates.” We summed this up in the positioning Hands-On Today, Eyes On Tomorrow. Now expressed in all interactions with clients and prospects, this positioning helps Donnelly thrive.
Before a cancer patient goes under the beam of a linear accelerator, the treatment plan must be tested by a medical physicist – by placing an electronic array or film under the beam. While film is much more accurate than an electronic array, it has been harder to work with. Our campaign tells medical physicists that GafChromic’s new software – FilmQAPro 3.0 – makes working with film very easy. Sales of FilmQAPro 3.0 are very very good.
CROZIER FINE ARTS
Crozier provides storage and transportation for major museums, galleries, auction houses, etc. Its Manhattan facility stores more than $1 billion worth of art. Crozier and its competitors had transported art in trucks designed for frozen food, not art. To introduce the Art Truck – the first ever with the precision environmental controls of art storage facilities – we simply pointed out that art should be treated better than frozen food. The Art Truck has brought more clients to Crozier.
MK DISCOUNT TIRE CENTER
Every retailer’s challenge: how to get customers to come in and come back. After branding MK Discount Tire Center – with We inflate tires. Not prices. – we ran mini-campaigns on seasonal problems and deals. To promote free tire inspections in the spring, we raised concerns about the “hidden gashes, gouges...” that winter can inflict on tires – in print and (with ugly SFX of tires hitting stuff) on radio. Many people drove into MK for the free inspection.
To sell fitness equipment to individuals, we ran ads keyed to events in February, March and April. First, Starting Valentine’s Day, lose your love handles. Next, Beware the Wides of March. Then, Deduct some fat by April 15th. Each ad pushed a particular advantage: in February, a great warranty...in March, great prices...in April, a piece of equipment exclusive to Total Fitness. All with our positioning: Better equipment. Better results. Total Fitness sold more equipment.