ABB Instrumentation
In the UK ABB enjoyed the benefits of being first or second in terms of brand recognition and the company wanted to achieve a similar positioning in Germany, France and Italy as well as boosting market share.
Approach
A CD-based product selector was introduced to generate a customer database, and the company’s graphical style was re-focussed at a younger engineering audience. Public relations activity was initiated in key trade publications. And a full lead management and sales force integration package was implemented.
Results
Over 11k leads were generated in Germany. In the first 12 months there were 5900 enquiries, which resulted in 441 business opportunities. And brand awareness increased from 1% to 39% in two years.
Involvement
This work was undertaken by BBN UK, BBN Germany, BBN France and BBN Italy.
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