Description

• aPriori, a leading provider of product cost management software, helps customers identify and eliminate cost drivers early in the product design lifecycle to improve profitability and accelerate time to market.
• Operating globally across Aerospace, Industrial and Automotive industries.
• SWC appointed by client to deploy a sales driven Aerospace awareness campaign across key European countries, to target manufacturers and suppliers.
• Link to Client’s website: www.apriori.com

Challenges

USA based business required a European marketing agency to carry out Pan-European campaigns.

• Client appointed one central point of contact (an International Account Manager) to manage and traffic projects for each market. 

This results in:

• A single point of contact maintaining excellent service, brand familiarity & brand guardianship
• Efficiencies across work flow to remain fast, agile & dynamic
• All communications remain in English with exception to the creative content in the local language
• Cost effectiveness; one single contract & scope of work (not multiple contracts for each market)
• A trusted partner on the ground in the local market, that works as an extension of the client’s team.

Solutions

Strategic Direction:

• Drove brand awareness in Europe for the first time, whilst driving (adding) leads into the sales funnel.
• Tailored messages were targeted through digital and print channels to reach a niche audience.
• Leveraged blue chip branded case studies to attain credibility and drive (achieve substantial) creative impact.

Channels Used:

• Created bespoke multi-media formats with chosen publishers, to maximise awareness and cut through, both on and offline.
• Utilised the Clients owned and earned channels to undertake outreach programmes, focused on reaching, engaging and nurturing the defined audience.

Impact

Phase 1 Results Achieved:

• Extensive brand awareness achieved amongst targets and newly identified target accounts by SWC, identified through impressions, CTR and circulation figures.
• Close tie between marketing and sales to identify and convert leads.
• Optimised digital metrics, surpassing benchmarks and previous activities in the European region
• Strong PR achieved in key publications.