Challenge

In 2006, Foxboro NMR, an Israeli-based subsidiary of Invensys, took the strategic decision to continue business development under its own independent brand.

Foxboro NMR is a market leader in developing and marketing online NMR analyzers for process industries. The company has successfully finished numerous projects all around the world, but it was mainly known as an Invensys subsidiary.

As a result, the company needed to develop a proprietary business image and positioning strategy in order to deliver its product to potential customers as a new independent company.

The primary goal was to build a strong recognizable brand and develop new marketing tools that persuasively convey a message to the target audience. Like any new business, the company had to start with a new name that should reflect its positioning. The name should lay a foundation for building a new brand in the industry.

An absolutely new set of marketing communication tools was required in order to reinforce the new independent marketing strategy and link the company's products with its new name.

Target audience

Decision-makers, such as a management team Influencers, such as process and instrumentation engineers and headquarters stuff

Solution

The Atom team started with creating a new name. They interviewed Foxboro NMR subject matter experts in order to research the target audience, competition, unique selling proposition, and benefits.

Then the Atom experts brainstormed and developed a primary list of names that was narrowed to six name candidates. These names passed through the comprehensive linguistic, phonetic, semantic, and marketing check. The customer was provided with a list of name candidates accompanied with explanations and recommendations on their business use. Finally, Qualion was chosen as a name for the new company.

Then Atom created a multimedia presentation for the company's product. The presentation was intended for trade shows and was based on the solid marketing concept. This concept included messages and tactics for their delivery to prospective customers who visited professional trade shows and other industry events.

Atom was responsible for the entire project cycle, from writing a storyboard to copywriting and recording narration to producing 3D animation to performing post-production. The presentation clearly and persuasively conveyed benefits that Qualion customers gain and translated technical information into a marketing pitch.

Success

Today the presentation produced by the Atom MarCom specialists is successfully used by Qualion at trade shows and business meetings in order to warm prospective customers and make an initial sale. It makes the work of Qualion sales managers easier and helps establish solid strategic relations with customers and partners.