Upgrading a manufacturer’s brand from insider favorite to industry leader
Background
Greene Tweed is a specialty manufacturer of sealing solutions, connectors, and structural components, including O-rings. Their applications are used in the world’s harshest, most high-stakes environments — from aircraft landing gear to silicon wafer manufacturing. But while their team and products were known by industry insiders, their brand was getting overshadowed by bigger-name competitors.
The challenge
The company needed a strong, eye-catching brand position. Greene Tweed could then launch the new position in three key markets: aerospace and defense, upstream oil and gas, and semiconductor. But they also needed context to track its growth. Along with the brand position and launch, Greene Tweed asked FVM for a research-backed industry benchmark against which they could measure brand awareness over time.
Our solution
FVM dove deep into research — both within Greene Tweed and in their core markets. Along with interviewing key team members, customers, and partners, we reviewed the company’s competitors and their promotional language. Our brand strategy session allowed Greene Tweed stakeholders to discuss their opinions and react to different messaging directions.
Simultaneously, our team connected with key media and research partners — one in each key market — to maximize brand awareness. We created a brand awareness survey outlining questions and methodologies with each partner, capturing how Greene Tweed’s brand compared against competitors’.
In total, we delivered the following assets:
- Three brand awareness benchmark studies documenting Greene Tweed’s corporate recognition in the aerospace and defense, upstream oil and gas, and semiconductor industries.
- New corporate brand positioning language establishing Greene Tweed as the trusted partner that delivers certainty, even in the world’s harshest environments. We packaged the full position, a shorter elevator pitch, personality statements, plus reasons to believe in a brand guide — making it easy for Greene Tweed to apply the brand to future materials.
- A brand launch campaign in Greene Tweed’s top markets, with materials including print and banner advertisements, sponsored content, and email and social tactics.
Results
In its first six months, the brand awareness campaign delivered over 13 million impressions to decision makers in Greene Tweed’s core markets. The resulting 35,000 clicks to Greene Tweed’s website revealed more about the company’s new position and solutions for each market.
Thanks to new advertising tactics — including programmatic display advertising, sponsored articles, and webinar sponsorships — the Greene Tweed brand reached key untapped audiences of technical engineers in each market. The Oil & Gas webinar featuring Greene Tweed experts saw 259 registrations and 104 live attendees.
Finally, the brand awareness study provided a clear picture of where Greene Tweed stands today — and laid the groundwork for their team to continue growing awareness of Greene Tweed well into the future.
Leading with award-winning strategy.
2024 w3 Award winner — Best Brand Strategy Campaign
Bold messaging and moment-of-truth photography made Greene Tweed’s new marketing stand out in multiple industrial markets — and bring in new high-value leads.
https://www.w3award.com/
2024 Davey Award winner — Best Integrated B2B Campaign
FVM leveraged success-or-failure moments across multiple markets to bring Greene Tweed to new prominence with target growth prospects.
https://daveyawards.com/
Leading with award-winning strategy.
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