UNITED ELECTRIC CONTROLS
Disrupting the industrial electronic switch market
CHALLENGE
The Excela™ general-purpose electronic switch is the first electronic switch designed to operate with just two wires, allowing it to drop in to an existing two-wire mechanical switch infrastructure. Combat preexisting notions of existing electronic switches that require the costs associated with a third wire retrofit.
OPPORTUNITY
Successfully articulate this never-before-seen product – and incredible value – to customers in four industries identified to have the most significant revenue opportunity and develop a program that our Latin American partners would embrace.
SOLUTION
Create an integrated campaign and customizable sales materials that position the ExcelaTM as a “drop-in replacement” to our prospective customers’ existing two-wire mechanical switch infrastructure – allowing for a simple update to reliable solid-state performance and access to performance data not available in mechanical switches. Use a photographic style designed to create a feeling of discovery combined with a highly focused value proposition to successfully convey our message in three different languages.
SCOPE
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Marketing Research
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Stakeholder Interviews
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Channel Partner Research
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Marketing Strategy
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Persona Development
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Positioning Development
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Messaging Architecture Creation
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Marcom Strategy
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Campaign Development
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Content Marketing
RESULTS
Over 35% of United Electric Controls’ Latin American distribution partners deployed the campaign materials provided, resulting in a significant volume of ExcelaTM market engagement and associated sales.