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A global strategy.
It’s not rocket science – but
Solex Thermal Science
Services Provided
People do judge a book by its cover.
Bulkflow Technologies was an international company with unrivaled world-leading expertise and technology. The problem? Their brand made them look like tin-bashers not scientists. They needed a marketing makeover to appear as smart as they really are. But where to begin?
Simple solutions begin with complex research.
Guru researched and worked with Bulkflow to uncover opportunities for positioning the company as true leaders in their industry. First, the technology that Bulkflow sold used 90% less energy than its competitors—a significant advantage over competitors that was not being leveraged. Second, Bulkflow offered clients more than a piece of equipment. They provided advanced knowledge in the science of heat exchange. In fact, they were even invited by NASA to assist in heat exchange challenges. For a marketer, these advantages were the equivalent of striking gold.
A few strokes of strategy.
With unique selling points in hand, Guru went to work developing a strategy that would alter the perception of Bulkflow within the marketplace. The goal was to create an image that truly reflected Bulkflow’s strength as an organization. The company’s incredible benefits—benefits their competitors did not possess—became the cornerstone of a new brand that touted the company as the geniuses behind energy efficiency. After all, confidence is important.
What’s in a name? Everything.
Armed with a new name– Solex Thermal Science—and a new brand, Bulkflow could now better project what the company is really about: offering advanced technology through the use of smart, creative and scientific innovation. “Bulkflow” just didn’t have the same ring to it.
A global strategy.
Do you speak Russian?
The new brand became the foundation of a global marketing strategy developed and executed in five languages – English, Spanish, French, German and Russian. Components included a world-class website, online marketing campaign, print advertising, trade shows, technical papers and conference presentations. The strategy leveraged the true strength of the organization, pushing the message that Solex leads the industry with patented technology that operates using 90% less energy.
It’s not rocket science – but
it’s close.
Actually, we know all successful global brands follow these same basic marketing principles. But most companies don’t. That’s because they don’t know how. The few—like Solex—that are committed to discovering how to succeed in marketing do go on to become world leaders in their markets—with a little help from Guru.
Want to learn more about how to become a leader in your market? Let’s talk. Contact Guru now.
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