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Using Traction As A Marketing Tool, Pam Blasius


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Pam Blasius, Armstrong International. Traction User Group, Oct 13 2010, Newport RI. TUG 2010 Newport slides, agenda and more see

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Using Traction As A Marketing Tool, Pam Blasius

  1. 1. Using Traction as a Marketing Tool Pam Blasius Marketing Manager
  2. 2. Armstrong International <ul><li>110 Years Old </li></ul><ul><li>5 th Generation Family Owned Business </li></ul><ul><li>Global Manufacturing & Service Solutions </li></ul><ul><li>Historically a products company for steam, air and hot water systems </li></ul><ul><li>Using Traction to deliver system solution knowledge to end users </li></ul>
  3. 3. Armstrong’s Brand Promise <ul><li>Armstrong provides intelligent system solutions that improve utility performance, lower energy consumption, and reduce environmental emissions while providing an &quot;enjoyable experience.&quot; </li></ul>“ Expect many enjoyable experiences!” David M. Armstrong ®
  4. 4. Armstrong’s Brand Positioning The Sage Thinker Philosopher Reflective Advisor Expert Teacher
  5. 5. The Sage Customer The Sage Customer Informed and Intelligent Feels free, independent, and in charge of their decisions Enjoys researching a decision: The Internet is the most effective vehicle for Sage brands Their decisions are based on logic and information about a brand The Sage customer will reward the brand with their loyalty
  6. 6. MarCom Strategies <ul><li>Philip Kotler, Professor of International Marketing at Northwestern University, claims there are two “answers” to the “marketing challenge” facing companies today: </li></ul><ul><li>Know your customers better , and get closer to them ; and </li></ul><ul><li>Differentiate your offering so it stands out as relevant and superior in value to a clear target market . </li></ul>
  7. 7. “ Know Your Customer Better” & Clear Target Market <ul><li>Customer Relationship Management Database (CRM) </li></ul><ul><ul><li>Key Vertical Markets </li></ul></ul><ul><ul><ul><li>Food </li></ul></ul></ul><ul><ul><ul><li>Pharmaceutical </li></ul></ul></ul><ul><ul><ul><li>Chemical </li></ul></ul></ul><ul><ul><ul><li>Healthcare </li></ul></ul></ul><ul><ul><ul><li>Education </li></ul></ul></ul><ul><ul><ul><li>Hospitality </li></ul></ul></ul>
  8. 8. “ Get Closer to Them” <ul><li>E-blasts </li></ul><ul><ul><li>Swiftest, most cost efficient means of direct communication </li></ul></ul><ul><ul><li>Highly focused, highly flexible </li></ul></ul><ul><ul><li>Message platform solutions oriented </li></ul></ul>
  9. 9. “ Differentiate Your Offering” <ul><li>Global Learning Center </li></ul><ul><ul><li>Consistent with “Sage” position </li></ul></ul>
  10. 10. “ Relevant & Superior in Value” <ul><li>Sales Literature </li></ul><ul><ul><li>Ability to tailor message </li></ul></ul><ul><ul><li>Dovetails with Web revision </li></ul></ul>
  11. 11. “ Relevant & Superior in Value” <ul><li>Web Revision </li></ul><ul><ul><li>Web site is consistent with Sage positioning </li></ul></ul><ul><ul><li>Vertical market objective </li></ul></ul><ul><ul><li>Solutions focused, rather than product focused </li></ul></ul>
  12. 17. Traction Setup @ Armstrong <ul><li>Visitor access </li></ul><ul><li>Ability to comment/collaborate </li></ul><ul><li>20 Solutions Pages per Industry </li></ul><ul><li>Article with Sections </li></ul><ul><li>I-Frame Widget </li></ul><ul><li>Tagging across multiple spaces – Docs, Steam, Air & H. Water </li></ul><ul><li>Attivio Search </li></ul><ul><li>Disclaimer in sidebar </li></ul>
  13. 18. Launch <ul><li>Digest/RSS for updates </li></ul><ul><li>Moderation </li></ul><ul><li>Ratings/Voting </li></ul><ul><li>Metrics </li></ul><ul><li>Launch Jan. 2011 </li></ul>