Despite being the inventor of aluminum extrusions, item America, a subsidiary of the parent company in Germany, lacked brand awareness in North America and Latin America. Their first attempt to penetrate the market was unsuccessful when their product-focused messaging failed to resonate. With reps offering an array of other products and many not giving item products the necessary attention, this innovative company lacked a strategy to maximize resources across such a large geography.
With the goal of becoming the dominant player, we developed a marketing and messaging strategy that focused on problem/solution benefits. A communication plan targeting reps generated buy-in while advertising, content and digital strategy in both English and Spanish supported the sales process.
Adoption by some of the largest OEMs in North America fueled growth. Outstanding digital success in Latin America and a notable improvement in prioritization by partners were also achieved.