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February 2, 2015

Carlson Energy

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OVERVIEW
The Carlson Company, based in Wichita, Kansas, has been designing, innovating and manufacturing an extensive line of power transmission products for more than 60 years.

Recognizing a marketplace opportunity, Carlson began to engineer and market Clutch, Brake and Rotor products, purpose-built for the demanding power transmission needs of the Oil and Gas, Mining, Marine, and Wind Turbine industries.

Our team was chosen to create a branding and integrated marketing campaign for a new division, Carlson Energy, consisting of a comprehensive, multi-year plan to create awareness, develop distributor relationships and ultimately drive sales.

CHALLENGE
A lack of awareness = higher tension and risk = no good reason to switch.

Carlson Energy sells direct to OEMs, rebuilders and component suppliers. In turn, those firms sell entirely NEW and/or rebuilt Work-over Rigs and Wireline Trucks to the community of end-users known as Well Servicing Firms.

While Carlson Energy products are proving to be better designed, more durable and cost comparatively less, the vast majority of end-users were unaware of Carlson Energy. Change comes very slowly in the Oil and Gas industry and your reputation is paramount.

The first priority was to effectively introduce the Carlson Energy brand to build a network of trusted distributors with extensive and long-standing relationships.

STRATEGY

We developed and implemented an integrated Print, Direct Mail and Online “PULL campaign” targeting end-users, while also targeting OEM customers, rebuilders and distributors with messaging designed to have users SPECIFY, ACCEPT and eventually EMBRACE Carlson Energy products on their Service Rigs.

Our campaign has positioned Carlson Energy as a trusted thought leader in new technology design and a US-based manufacturer of purpose-built products for the energy industry – with the objective of overcoming the status quo – communicating why Carlson Energy not only represents a better, more effective (and less expensive) alternative to the ‘same old, same old’ – and doing so in ways that reduce the discomfort associated with change.

RESULTS
At the end of the first year, the campaign has seen extremely positive results. Carlson Energy has gained tremendous exposure and increased interest – signing 3 NEW Master Distributor relationships as a result – creating a ‘boots on the ground’ team with direct end-user relationships and increased sales efforts.

  • New Identity
  • Website Development and Ongoing Operations
  • Trade Ad campaigns, Print and Online
  • Direct Mail and Sales Collateral
  • Tradeshow Support