Selmarq

Case Study

• The Challenge

  ASSESSMENT
  Liquid Metronics Incorporated (LMI) is the leading manufacturer of chemical metering pumps. Primarily used in cooling tower applications, LMI pumps were distinctive by their bright yellow color. However, years of marketing complacency and lack of product development caused a significant loss of market share. New product introductions were not delivering more sales.

• The Solution

  STRATEGY
  Create a fresh look to the literature and advertising that sets LMI products apart and depicts the company as innovative while maintaining the recognizable attributes of this trusted market leader.
  
  IMPLEMENTATION
  A tagline, Making Technology Brighter,™ and tag logo were developed to support the strategy. A heroic “LMI Guy” character was created to put a young, clean face on the company and make the company image more distinctive.
  The sales reps were supported by new literature and ads placed in appropriate horizontal and vertical trade publications, plus a 2-part direct mail program. Because the mailings were scheduled to drop during the post-9/11 anthrax scare, translucent envelopes were employed.

• The Results

  RESULTS
  Agency monitored the drop and fulfillment of the direct mail program, and a response rate of 8.5 percent was realized on the first mailing. Second mailing premium was an offer to be fulfilled by sales upon ordering, and sales figures were not divulged by the client.
  
  Campaign Elements Include:
  • Tagline and logo design
  • Character development
  • Brochure design
  • Media program
  • Ad design and placement
  • Direct mail program