SAFETY POSITIONING

DRIVES CUSTOMER LEADS

Capability: Market Insight Market Communications

Axiom Tools:Research AdvertisingPR

Business Objective

  • Position commodity solution provider as the top innovator for gov’t mandated safety upgrades to braking and Positive Train Control (PTC)

Strategy

  • Target operations management at North America’s largest railroads
  • Complete attitudinal research with operation management with 10 major North American railroads
  • Create trade ad campaign explaining the provider’s technological solutions as viewed by gov’t regulators
  • Support ads with technical articles by client engineers explaining how technology addresses gov’t regulations

Results

  • Sales inquiries from all railroads operating in North America in less than four months of campaign inception
  • Six months after campaign broke, division acquired by large multi-national significant multiple manufacturer

Related Case Studies

  • All
  • Ag & Hort
  • Building & Landscaping
  • Retail
  • Education
  • Medical
  • Brand Storytelling
  • Market Innovation
  • Market Insight
  • Channel Strategy