Revamping a Company’s Marketing Strategy
The Challenge: Reach the Market More Efficiently
NTT, a leader in the industrial training market, retained Product ID for strategic marketing services. At the time, NTT was using direct mail exclusively to reach their target demographic. Frustrated with high costs and poor results, NTT hired Product ID to revamp their marketing programs.
The Solution: Reduce Cost, Increase Efficiency
The initial work with NTT focused on improving their brand message. Product ID facilitated message development sessions producing a message map for clear and consistent messaging across every channel. The primary components included:
- Scripts – The core message, commonly referred to an elevator pitch, a clear, compelling value proposition. The primary script was supported by brief supporting scripts that answered common questions and covered more of the specifics around the brand.
- One-liners – Next, we developed taglines, headlines, favorite phrases, customer quotes, facts, and industry stats. One-liners literally brought the brand to life. They were used in conversations, presentations, and brochures.
- Stories – Finally, we collected short examples of how NTT was solving its customer’s biggest challenges.
Using the message map, Product ID redesigned NTT’s promotion collateral including brochures, catalogs, direct mail, and email incorporating compelling copy and graphic language.
To cut the cost of promotion and increase campaign efficiency, we replaced poor performing direct mail with targeted email campaigns. Where email was still necessary, Product ID designed direct mail for easy reuse, streamlining execution and significantly reducing costs.
The Result: Increased Sales Leads, More Efficient Marketing
Email marketing combined with competitive messaging and new promotional material increased sales leads and reduced marketing costs. Product ID helped NTT build market leadership with a new flexible and efficient marketing strategy.
See more work examples for NTT in our Portfolio.