Case Study:

Executive White Paper for International "First Mover"

Challenge: A European equipment manufacturer company wanted to enter the North American market with a new product and displace the incumbent suppliers.

Analysis: Despite the client's first-to-market support of new international standards, we saw that potential customers would not replace their legacy equipment without market demand. We also identified that key end-user segment for this demand would not intuitively grasp the value of our client's new product.

Solution: We proposed to reach around the client's potential customers to generate pull-through demand by translating the technical features into industry-specific end-user benefits. Deliverables: Our "Rosetta Stone" was an Executive White Paper and associated market communications program. The paper explained, in the language of target industry executives, why demanding adherence to new standards would deliver benefits to their businesses. Credibility was enhanced by not explicitly promoting the specific manufacturer or product.

Success: The client was able realize its “first mover” advantage to unseat incumbent suppliers and win major accounts. As an added benefit, our client found that the white paper was a popular support tool for its customers to explain the equipment transition to their markets.

Read the complete Executive White Paper we created for this client.