Customer-focused Communications Program

Industry: Factory Automation

Objectives:

• Transforming client marketing communications from feature-oriented to benefit-oriented to attract additional customers

Strategies and Tactics:

• Interviews with customers, sales and customer service to establish primary customer needs

• Developed customer benefit messages based on specific needs, company and competitive offerings

Results

• Recognition by Control magazine readers as:

  • The number-two supplier of industrial computers behind Dell®
  • The number-two supplier of operator interface terminals behind Allen-Bradley®
    
    
• Recieved the highest advertisement readership socre ever awarded in Control Engineering magazine.