Client: Siemens
Service: Branding
Background
Siemens Power Generation, a global leader in its industry, chose Krome to provide marketing and communications services for its instrumentation and controls business.
Strategy
Krome began by conducting an extensive research study to determine the market's perception, needs and options. Krome discovered that purchasing and procurement in the industry involved the participation of seven-to-nine different job functions. Based on this and several other points of important research, Krome created an aggressive, integrated marketing plan designed to appeal to an expanded target audience. The campaign included print, interactive, innovative direct mail, trade show support, and other components.
Results
Krome's initial campaign efforts have included a print ad that reflects insight gained from our 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. With significant outcomes expected later this year, the program is already generating strong interest from the power generation market. On its very first appearance, the introductory ad in a three-part campaign scored #1 most read in the industry's lead publication, POWER magazine.