industrial Case Study
Approaching the Market as One Single, United Company
Built through multiple acquisitions, Tyco Flow Control (TFC), a major business segment of Tyco International, was operating as over 150 brands around the globe, many with no connection to the parent company. TFC engaged Peppercomm to help the company change its sales and marketing strategy to create more cross-selling and approach the market as one company.
Listen to the Market to Create Sound Messaging Worth Repeating
Peppercomm developed an overarching positioning that would tie the organization together and resonate across its key business markets. A white space audit determined how the company should position itself, focusing on three major components: pinpointing TFC’s key strengths; determining the pain points that kept customers up at night; and identifying how the competition was positioning itself.
- The resulting positioning statement and public relations program tied the company together under one common umbrella messaging that “rang true” with target audiences.
- A proactive PR program encouraged trade media covering the company’s core products and vertical industries to repeat these messages. Publications covered industries including valves and controls, heath management, power, mining, oil & gas, and process.
- Local media in target geographic markets including Boston, Dubai and Brazil repeated Tyco’s messages in regional publications.