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