Slack and Company
Company: Slack and Company
Company Description: But for 22 years, Slack and Company has worked exclusively with business marketers, helping to build their brands and generate profitable demand. As one of the nation’s first integrated marketing communications agencies, we were doing IMC since way before it was cool.
Nomination Category: Marketing Awards Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Chemicals
Nomination Title: XIAMETER brand campaign
Tell the story of this nominated marketing campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:
Dow Corning Corporation, a leading maker of silicone-based materials used by manufacturers in a wide variety of applications, introduced its Web-enabled, self-service XIAMETER brand in 2002 to address emerging customer needs for a more efficient way of procuring high-quality, reliable standard silicone products at market-based prices. Instead of working through a representative to place orders, as is typical in the specialty chemicals business, the pioneering XIAMETER model enables customers to go online to easily purchase their materials—and save time, money and effort in the process.
In 2009, after steady growth, the XIAMETER brand "re-launched" by expanding its
business model, including an expanded product offering, more ordering choices
and availability through distributors.
In the second year of the re-launch, the XIAMETER brand sought to build market
awareness and preference, while shifting the focus of its messaging to the key
benefits considered most relevant to our target audiences: saving time, gaining
more control of inventory, realizing cost efficiencies, and optimizing cash flow.
To communicate these aspects, the XIAMETER brand required a round of print ads
and online units, as well as a refreshed website.
This series employs simple, hand-drawn illustrations and a first-person tone to
focus on the key benefits deemed highly relevant to its customers.
The "Umbrella" ad informs audiences about how the XIAMETER brand's flexible
payment options help customers better manage their cash flows.
The "Marionette" ad describes how buyers can make smarter inventory decisions
thanks to the transparent, tiered pricing approach, which helps them better
predict their carrying costs.
The "Capture Savings" ad describes a key benefit of the XIAMETER brand's
market-based pricing, suggesting that customers can use the transparent pricing
to better time their purchases to save money while taking advantage of discounts
and supply agreements to further lower their costs.
The ads were accompanied by a series of online banner ads, translated for global
markets, which extended the look and feel of the initial creative work as it
focused attention on the efficiencies made possible by the XIAMETER brand. These
banner ads fell into two groups: For emerging markets not as familiar with the
brand advantages, a banners was created that describe the business model as a
more efficient alternative to sourcing standard silicones. For more mature
markets, a series of banners were created that relate tightly to the specific
benefits covered in the print ad series.
In addition, a completely redesigned XIAMETER home page keys off selling
messages and creative seen in all the other elements of the program. The site
includes rotating graphics that key off the images and messages of the ad
series. It also includes links to a Flash “guided tour” that covers everything
users need to start searching, comparing and purchasing their standard silicone
products.
The program has helped the XIAMETER brand meet and exceed its goals in
influencing both awareness and understanding. Importantly, sales volume through
the site has far exceeded expectations for this stage of the re-launch.
List hyperlinks to any online work samples, videos, images, presentations, news stories, press releases, or other documents that support your case. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
http://hosting.slackandcompany.com/agp/stevie/E7_Xiameter_Chemicals/index.html
Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 100 words):
Ron Klingensmith's strategically driven creative work has earned awards for
countless clients. Additionally, he has mentored scores of seasoned creatives,
who can be found working throughout Chicago’s ad community.
For the past 20 years, Slack and Company has been the beneficiary of Ron’s
creative intensity. Before landing there, he spent nearly a decade at consumer
agencies. His consumer sensibility, combined with his love for strategy, is a
major reason why Ron’s b-to-b work is so people-friendly, while still driving
measurable results.