Client: Siemens
Service: Branding
Background
Siemens Power Generation, a multi-billion dollar global leader in its industry, chose Krome as agency of record to manage its domestic marketing and communications needs. Krome was awarded the business after competing against two nationally-known agencies with in-depth experience in the power generation industry.
Strategy
Though Siemens Power Generation holds the industry’s number one position worldwide,
it ranks third or fourth within the United States. Krome began with an extensive research study to determine the market’s perception, needs, and opinions. Krome discovered that purchasing and procurement in the industry involved the participation of 7-to-9 different job functions. Based on this and several other points of important research, Krome created an aggressive marketing plan designed to appeal to an expanded target audience.
Results
Krome’s initial campaign efforts have included a print ad that reflects the insight from market research. To make an impact on the visibility and awareness of the ad, Krome also created a sophisticated micro-site that emphasized two global themes found within the research: good returns and reliability. Based on the strong interest from the power generation market, Krome and Siemens have expanded the program to include highly targeted direct mailers, national public relations, e-blasts, events and more. Krome’s ads continually rank first or near-first in readership studies and results from the overall program have been outstanding.