Description: Emotional Branding
Objective: Introduce new fiber-free SOLCOUSTIC duct liner insulation to the HVAC market
Business segments: Construction and Retrofit
Target customers: Architects, Material specifers, HVAC engineers, Engineering consulting firms
Engagement channels: Advertising, direct mail, website
Creating a product preference through emotional branding.
Engineers are bombarded with product marketing. Challenged with introducing a new type and more expensive HVAC insulation product to a mature market segment, we developed a marketing strategy from end-user customer insight to encourage material specification at the planning stage and create a product preference for SOLCOUSTIC® duct liner.
HPAC Magazine conducted an Advertising Interest Measurement (AIM) study to determine advertising effectiveness and to recognize top scoring ads. The quotes below are what their readers had to say about the effectiveness of the SOLCOUSTIC advertising program.
- “The ad made my design and retro-commissioning team members laugh, because the ad is saying what we see.”
Vice President, Ross Mechanical Group, Huntingdon Valley, PA
- “Air quality is a good subject and this pulls me into the solution mode.”
Engineer, Montgomery County Government, Rockville, MD
- “I will look into this for our needs at our Science complex.”
Assistant Director, Plant Utilities, Texas Woman’s University, Denton, TX
Featuring SOLCOUSTIC duct liner as the solution for quieting mechanical noise transmitted through duct work, eliminating mold, and improving indoor air quality, through emotional reactions by building occupants to the above situations, provided a rich pallet for engagement between manufacturer and specifier.