Industrial Electronic Engineers

Rugged Display Products

Case Study: Segmenting, Targeting, Positioning

OBJECTIVES

  •  Create a brand identity and unique selling proposition for company
  •  Clearly communicate to potential industrial display customers that IEE manufacturers more than rugged military displays

STRATEGIES

  • Identify and create new branded product segments for both military and industrial markets
  • Revise website based on user experience and customer's key decision criteria
  • Create new branded collateral for military, industrial and retail markets
  • Reflect new brand identity in all new collateral and trade show booth
  • Begin new marketing efforts including press, social media outreach, and article publication

RESULTS

  • New brand identity, collateral and trade show booth created positive buzz among the industry and increased credibility
  • Social media activity continued to build base of followers
  • Industry articles publishing by IEE increased sales leads by highlighting engineering expertise
  • Press efforts have generated increased awareness and inquires worldwide