Challenge: Build interest in a new toughening product from Dow Epoxy business.
Solution: Developed an integrated marketing communications strategy, including the placement of ads in strategic trade publications. Worked with agency on creative approach and wrote final ad copy. Arresting image is meant to associate toughness with the ability to take a hit or handle stress. Copy emphasizes key takeaway from customer input: "We want more toughness for our applications without sacrificing other properties." Marketing & Sales reps reported that the "no tradeoffs" message resonated with our target audiences, helping them to secure product trials with key accounts.
Solution: Developed an integrated marketing communications strategy, including the placement of ads in strategic trade publications. Worked with agency on creative approach and wrote final ad copy. Arresting image is meant to associate toughness with the ability to take a hit or handle stress. Copy emphasizes key takeaway from customer input: "We want more toughness for our applications without sacrificing other properties." Marketing & Sales reps reported that the "no tradeoffs" message resonated with our target audiences, helping them to secure product trials with key accounts.
