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Solution

M&A developed a highly successful comprehensive integrated program, one of our finest examples, including many elements ranging from product sub-branding, naming, identification and packaging through advertising, collateral, direct marketing and promotion. The over-arching theme of the campaign, “One Tap – 10’s of Materials, 100’s of Jobs, 1000’s of Threads”, touted the product’s unique ability to tap in a wide variety of applications, saving time, tooling and money while reducing the need to stock multiple special application taps. Campaign highlights included:

1. Positioning
Strategized sub-branding of “MultiTAP by EMUGE,” the industry’s first general purpose high-performance tap and helped structure a distributor volume/ scale pricing buy-in incentive program for distribution. Positioned product as attractively priced with Emuge’s trusted high quality German engineering and manufacturing.

2. Branding
Created distinctive product I.D. logo and packaging to depart from the conventional “EMUGE line look.”

3. Advertising
Created and produced ads for print and digital end user media applications. Compelling visuals utilized multiple threaded holes in blocks of various metals.

4. Collateral
Created and produced a 6-page sales brochure. Directed development of website campaign and landing pages. Created and produced trade show graphics. Recommended action video concept to demonstrate product capability.

5. Media
Planned and executed a carefully designed push program with mix of key print and electronic media, to help establish end user demand and pull-through sales for stocking distributors. Created and produced electronic direct marketing via end user eblasts, directing users to a MultiTAP microsite featuring video, pricing, stocking distributors, news, collateral, etc.

6. Publicity
Wrote and distributed news releases. Interviewed, wrote and placed a successful end user application testimonial article. Made multiple placements, including cover stories, throughout key media channels, amassing over 32 pages of industry coverage.

7. Promotion
Developed free tap sample coupon program, via coupon book and online redemption capability. Created and produced a range of sales promotion items including hats, shirts and tap/ drill specification cards.

Results

The MultiTAP program was a huge success. In the first year of the introduction Emuge signed on 65 distributors to the program and sales exceeded $1.25 million. Emuge also made successful inroads to the job shop market while maintaining their high-end market base.

“With expert strategic thinking and creative, well-executed tactics, McCue & Associates orchestrated a first-rate program for MultiTAP that exceeded our expectations by every measure. Marketing drove MultiTAP and McCue was the engine of its success.”

 

Peter Matysiak, Former President of Emuge Corp.