Ad Campaign B2B: Davis-Standard, LLC

The Need

Black Clawson Converting Machinery had recently re-branded itself and needed to start over with their advertising. Black Clawson was now part of a large international conglomeration of companies after having been purchased by Davis-Standard, LLC. The client required development of two new International advertising campaigns. MG Lomb was selected. NOTE: MG Lomb was a team player in this process, lead by the client’s VP of Marketing and Marketing Director.

Challenge

Part 1: Shape international market perception of the new Black Clawson (BC). This involved reassuring existing BC customers that the company was still strong and viable, as the acquisition had left many wondering if the company was still solvent. Further complicating the challenge were the dozens of other brands also acquired by Davis-Standard, included under the new company umbrella.

Although the new arrangement of companies offered strategic competitive advantages with BC being part of a larger international powerhouse, the real challenge was getting this message out.

Part 2: Develop two new advertising campaigns, one representing products and the other representing services. The resulting advertising required translation into: Chinese, Arabic, and German.

Solution

Part 1: Damage control. Stave off rumors of instability; reassure customers that Black Clawson still exists and inform them that their products will continue to be supported. MG Lomb developed a new advertisement for this purpose, the Family Tree Ad. This new Ad included all the brands acquired by parent company Davis-Standard, and communicated that they were now part of the newly combined company. It also conveyed that, as part of this new company, they would benefit from being part of an international powerhouse.

Part 2: Develop two new advertising campaigns (eight Ads) representing both products and services. Focus on brand continuity and clarity of message, are well addressed. Please select the examples tab to view these advertisements.

Progress

BC, in its first year of operation as a newly combined company exceeded its sales goals. Shortly after running the first successful advertisement developed by MG Lomb Advertising (Family Tree Ad) the CEO of BC’s parent company requested a copy of the Ad for use in his PowerPoint presentation at the company sales meeting, to deliver his message regarding the company’s new direction.

MG Lomb Advertising continues to support this client’s advertising needs, in addition to numerous additional responsibilities, including the development of their recently launched Chinese website.