Markets are changing fast and the beverage production industry is no exception. While in 2010 beverage producers were to a large extent purchasing standalone equipment, this behaviour has changed significantly within the last three years. The market for complete lines – where all single pieces of equipment are put together into an integrated solution - has grown by more than 50%.
This market development challenged Sidel to strengthen their brand position and develop a clearer, more distinct story to stand out in the market as a complete line provider.
Building a comprehensive strategy
Sidel set out on a new direction: to formulate a reinforced positioning strategy, create a stronger and more consistent concept and build a coherent, integrated presence across touch-points. The ambition was to capture a bigger share of the market within complete lines.
As Sidel’s strategic and creative partner since 2010, Kunde & Co was tasked to help Sidel define the strategy, formulate the concept and build an integrated go-to-market strategy.
A complete line is more than its parts
By analysing the market and its customer needs, it became clear that the best production solution means more than just equipment. It is a matter of expertise and understanding. Kunde & Co and Sidel formulated a core story in which an integrated solution is not only about the equipment itself but about thinking along the entire supply chain. This means considering everything from bottle design and detailed equipment planning, to continuous production monitoring with collection and use of data, as well as services to improve the line’s performance.
This unifying story was linked to Sidel’s capabilities in meeting industry demands. This would ensure a unique position in the market, where complete lines are often communicated as nothing more than a collection of machines.
Ensuring an integrated marketing system
The potential purchase of a complete line can include between 10 to 15 touch-points for customers, both physical and digital. It was therefore important to define the right balance of communication elements. In addition, Sidel knew that historically they are facing two main decision makers, both technical and operational, while digital channels are playing a bigger part in these customers’ buying process.
To reach potential new customers, Kunde & Co developed a number of different communication elements. A comprehensive white paper described in detail Sidel's approach to an integrated solution. This message was also activated on adverts in key industry media. A campaign site, meanwhile, featured interactive descriptions of each step in the complete line process, segment specific line concepts and a concept film. Communication efforts also comprised several online activities, including trigger-based e-mail flows, extensive social media seeding and re-targeting, more than 10 blog posts and several landing pages. Finally, all Sidel’s sales teams received a technical presentation to frame the concept. This multifaceted marketing system ensures that no matter where customers and potential customers meet Sidel, they find the same differentiating story.
Ecosystem of the Complete Line campaign