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Communicate Marketing, NorwichInductive Logic Case Study

 
 

Background

Mini DuctorInductive Logic is the UK distributor and agent for the innovative Inductor® range of flameless heating tools. Ideal for use in the automotive, engineering, construction, farming and marine industries, these innovative tools, made by Induction Innovations in the USA, easily remove stubborn nuts and bolts, exterior trim, bonding, vinyl graphics, glass and more. The products use inductive heating technology, heating parts fast to remove them in seconds. Combined with the product’s versatility and multiple attachments, it provides a safer and faster alternative to the traditional naked flame Oxy-Acetylene heating.

Brief

Communicate recommended the production of a strong marketing plan and strategy that focused on two key products, the handheld Mini-Ductor II and trolley mounted Pro-Max. The key marketing objectives were identified as:

  • • Generate brand awareness in the UK and educate the user of the benefits of using the products vs traditional uses.
  • • Create sales enquiries.
  • • Support sales with structured, focused targeted approach.
  • • Test, measure and review activity to maximise ROI.

Results

  • • PR activity significantly raised awareness of the product and generated over 300 customer leads. Professional Motor Mechanic Magazine awarded the Mini-  Ductor a Top Product Certificate Award.
  • • Over 1,300 units were sold in the first 7 months of the campaign, well above expectations.
  • • The planning and advice has focused the marketing and sales messages to allow marketing materials and client presentations to be prepared more easily.

Work

The automotive market had proved to be the key market in the US and other countries so this was focused on first.

  • • The target audience was segmented into 3 groups –end users e.g. garage bodyshops / retailers, stockists and wholesalers / larger purchasers with fleets.
  • • Desk research and interviews with decision makers from these target audiences.
  • • Working closely with the client, Communicate produced an agreed marketing plan, strategy and budget.
  • Copy and SEO keyword research was produced for a new website.
  • • Public relations - Research into the key industry media was conducted with all publications contacted and provided information and images of the new products.
  • • An article on health and safety was commissioned, written and featured in one key publication.
  • • As a result of the campaign’s success and emergence of a competitor product, Communicate is working with US parent company to plan and coordinate a more heavy weight advertising and PR campaign through the remainder of 2013.


Communicate Marketing in NorwichOur decision to employ Communicate Marketing to help us increase exposure of the Inductor products in the UK was a very good one. They have used their marketing and PR expertise and contacts to generate a marketing campaign that has generated targeted leads and Ben is always on hand, by phone or email, to give advice or act as a sounding board. We couldn’t have achieved our success without them.

Ian Baragwanath, MD, Inductive Logic




 

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