The Client
WES Products manufactures, assembles and sells timed controlled actuated latching valve controllers that manage ‘when’ and ‘how’ long water is allowed to flow to a urinal. Having a history of supplying latching valve controllers, WES Products had the skills and knowledge to further develop a Wireless Valve Controller for the HVAC market.
The Challenge
WES Products initially inherited the design of the Wireless Valve Controller (WVC) with the understanding of only manufacturing the WVC. However, having invested in the further development of this product, the business made the decision to work with a consultant familiar with the HVAC industry who had the skills and knowledge to help them to expand their product range and reach new markets.
While they had the product and technical expertise in house, the one area that was lacking was their marketing. As Lindsay Woodward Marketing also has experience working within the HVAC industry, we were in the perfect position to offer support.
Outsourcing their marketing in this way was new to WES Products, so we agreed to work on a limited three month basis to see what could be achieved in just a short space of time. While everyone recognised that marketing takes time to work, this was about carving out a new way forward to support the new product range.
The Solution
The first thing we realised is that this wasn’t just a new product to WES, but also a fairly new product in the market. So alongside general promotion, we also had to build a plan of how we could educate the market on the real value that this new product could bring.
We looked at all areas of marketing to ensure that the client would be given a good mix of tactics, as well as strong assets that could help to tell their story.
Three months is a very short timeframe in the world of marketing, so we knew we had to be exceptionally sharp when it came to using the allocated time. To this end, we produced an activity planner that could be shared with the team showing what was needed, by when and who was responsible. This ensured that all deadlines could be met, and that all work was agreed in advance, vastly speeding up what was possible in the short time period.
Just some of the work we did over a three month period included:
The Result
In just three months, we were able to create a wealth of new materials, new content, a campaign around the new product and new pages on the client’s website.
While work still needs to be done now to ensure that all of these new assets convert into sales, having a brand new foundation to their marketing has vastly elevated how WES Products is able to talk about this product and reach new markets.
We are in discussions now about going on a long term retainer with WES Products to be able to do even more for them.
