{"id":1203,"date":"2009-08-04T11:37:29","date_gmt":"2009-08-04T16:37:29","guid":{"rendered":"http:\/\/mountainstreamgroup.com\/?page_id=1203"},"modified":"2020-01-16T23:53:57","modified_gmt":"2020-01-17T05:53:57","slug":"midland-pneumatic","status":"publish","type":"page","link":"https:\/\/mountainstreamgroup.com\/integrated-marketing-communications\/knowledge-center\/case-studies\/midland-pneumatic\/","title":{"rendered":"Midland Pneumatic"},"content":{"rendered":"

Connections Made: A case in point<\/h2>\n

\"Mountain<\/p>\n

Midland Pneumatic: Expanding to North America with no marketing plan or budget.<\/span><\/h4>\n
\"Midland<\/a>

Midland Pneumatic’s Stainless Steel FRL<\/p><\/div>\n

Situation:<\/strong> Midland Pneumatic was a 40+ year-old UK-based manufacturer of corrosion resistant pneumatic products\u2014air preparation, cylinders, directional control valves and accessories\u2014for the industrial and oilfield marketplace.<\/p>\n

With global sales of approximately $3 million, they sought expansion into the North America market. At start-up, they had no marketing plan or budget, and were dependent on funds from their sister company for marketing.<\/p>\n

\"Midland

Midland Pneumatic’s Brass and Stainless Steel Overview Brochures<\/p><\/div>\n

Intelligent Solution:<\/strong> We conducted research to determine market size and product potential. The research showed great opportunity for their products and a competitive pricing analysis indicated their products were economically priced. The competitive analysis also gave Midland Pneumatic staff and distributor network the product feature-benefit comparison to assist the selling process.<\/p>\n

Upon completion of the market research, we developed a marketing plan for the United States and Canada. Since funding was limited, the plan utilized public relations and literature review advertisements in targeted industry publications to maximize lead generation; a personal letter campaign to key influencers within the core target market; and an exhibit at an oilfield and gas trade exposition.<\/p>\n

\"Midland

Midland Pneumatic’s Stainless Steel Valve Brochure and Valve Inserts<\/p><\/div>\n

We created two product line overview brochures and 4 individual product group catalogs. The catalogs incorporated both English and metric units of measurement. To maximize the budget we turned Midland Pneumatic\u2019s photography into product posters for the tradeshow exhibit backdrop.<\/p>\n

Results:<\/strong> The campaign generated in excess of 75 product briefs\/placements in target audience trade publications, over 1,000 product inquiries and $1,000,000 in sales in a two-year period\u2014a 7:1 ROI<\/strong><\/span>. The products briefs added up to over 350 column inches of ad space with an advertising equivalency of over $70,000.<\/p>\n

Scope of work:<\/strong><\/p>\n