An international manufacturer of pressure and temperature switches and other controls, UEC needed to launch, not just a new product, but a whole new product category. The diverse marketplace would have to be educated about the benefits of a hybrid switch/transmitter for safety systems. And too many prospects knew UEC only as a switch maker.
Conducting an intensive positioning workshop, Tiziani Whitmyre collaborated with the client to delineate the market, then define the product and position it strategically within that marketplace. Together we developed a value proposition and messaging for a brand-new category: the “safety transmitter.” We then crafted a creative approach centered on the voice of UEC’s customer. This foregrounded buyers’ needs, demanding “Make it easy and make it work” and declaring “I want safety straight out of the box.” These messages educated and persuaded prospects across the marketplace by means of advertising, sales collateral (folder, brochure, datasheet), a web microsite, exhibit graphics, and public relations via editorial contacts and multiple mentions in major social media.