Business challenge

Elbit Systems Ltd. develops, manufactures, and integrates advanced, high performance defense electronic and electro-optic systems for customers throughout the world.

The company intended to participate in tenders on supplying its product to the Defense Forces in Israel and abroad. Elbit Systems had to compete with the world leaders in defense electronic and therefore and needed carefully considered strategy, tactics, and tools for its bid proposal.

In addition, the product presentation would have to enable Elbit Systems to attract attention of potential customers and increase their interest in the product.

When demonstrating the product capabilities, Elbit Systems needed to keep a reasonable balance between technical information intended for an engineering team and a marketing oriented approach preferred by decision makers.

Target audience

Top army officers, top decision makers, top engineering staff

Solution

The Atom specialists performed SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) to obtain a thorough view of the product. Together with the Elbit Systems team, the Atom experts tracked the competitor activity and investigated its product capabilities.

The research became a foundation for developing an overall product presentation strategy, creating product's exterior design, and identifying marketing communication tools that should be used for conveying the message.

The team of designers, animators and copywriters turned the collected and analyzed information into a winning proposal and packaged it into specific vehicles.

The marketing communication set included posters, 3D animations, and an interactive 3D presentation that clearly delivered a unique selling proposition, applications in real-life conditions, product benefits, and competitive advantages.

Success

Elbit Systems used the tender package when proposing a bid to tenders committees. The package helped Elbit Systems attract attention and stimulate interest of several potential customers. The Elbit Systems representative noticed that the Atom solution enabled the company to get a measurable return-on-investment and generate leads for further product development.