Client:Bayer Corporation
Service: Branding
Background
Bayer’s specialty rubber product, Therban, had one competitor and a market share of 30%.
Objectives
- Establish a strong, lasting, and consistent brand identity for Therban
- Grow the Therban customer base by identifying new markets and expanding the use of Therban to new applications
Tactics
- A dynamic, four-color logo for use in the United States and globally
- A two-page spread ad won industry trade publication readership awards and increased product awareness
- Public relations articles
- A web site with e-commerce-based branded goods
- Database direct mail marketing program to customers and key prospects
- Lead-generation and tracking program
- Trade show presence at ACS and SAE shows
Results
In the first 12 months, the program generated more than 200 qualified leads and millions of dollars in potential new sales. There was a $4.2 million sales increase in the first year of the program. That sales growth was 15 times greater than the industry average for rubber products. Gross profits for the first 12 months were just over $1 million.