For a leading third-party manufacturer, rising above the competition began with a new marketing campaign.
The Situation
Argon Medical Devices came to Schaefer with a need to create awareness for its brand and various product lines. Its key objectives included elevating awareness of Argon Custom Product Solutions (CPS), a division that offers private label and third-party manufacturing capabilities to clients.
Goals
- Increase awareness of the Argon corporate brand and Argon CPS brand
- Educate and engage a global Original Equipment Manufacturer (OEM) audience
- Generate qualified leads at the top of the funnel to handoff to the sales team
- Build loyalty and differentiation with precise, customer-centric messaging
Strategy
Argon CPS faced two crucial challenges: First, its awareness in this crowded market was low. Second, in a sector that is heavily driven by price, Argon CPS needed to position itself as a premium brand that brought greater value to customers through an unmatched mix of expertise and capabilities.
Solution
Schaefer developed a strategic campaign that differentiated Argon CPS by promoting its superior level of service, quality, and customization. The new tagline “Build It Better” laddered up to and tied-into the existing Argon corporate brand messaging.
Core messages highlighted attributes such as design and testing capabilities, US-based manufacturing facilities, and Argon’s ability to collaborate with client product development teams. Campaign graphics used upscale visual patterns to underscore the client’s endless customization capabilities and showcase specific product categories.
We then deployed a media strategy for email, social media, digital and online industry publications that carefully homed-in on a global audience of manufacturers and decision makers. Careful audience targeting ensured minimal waste — and maximum results.
Results
Our digital and email tactics carefully targeted recipients by geography and title, allowing us to track campaign results with a high degree of accuracy that:
- Generated more than 36K website sessions from 31K+ new users
- Achieved 3.3 million targeted impressions in less than one year
- Achieved a 6% Paid Search click-through rate, 1.8x the industry benchmark
- Launched 463K emails, opened by 20% of recipients
- Tracked clicked-through rates of prime prospects, including Marketplace Optimization (MPO) click-through rates of .86%
Summary
Differentiation is always important – especially in categories driven by price or viewed as commodities. By elevating Argon CPS above the industry norm, we strengthened its appeal to higher-end device manufacturers who value quality, service and collaboration.
