Permascand has been developing and delivering electrochemical solutions to industries for over 50 years. Electro-what? Well, electrochemical technology is needed, for example, in the manufacture of batteries, the production of hydrogen, and many other environmental technologies. Permascand delivers with high quality and, to a greater extent than many competitors, customized to each customer. Tailor-made.
Building relationships across the Atlantic?
In a market where customers are few, and business is large and long-term, relationships become very important. And creating and maintaining relationships at a distance is notoriously difficult. So you could say that the mission to introduce the Ånge company Permascand to a handful of industrial giants in North America had its challenges. Read more
In the North American market, there are about ten industrial companies that need Permascand’s products and services. Many of them giants that have grown over decades through acquisitions, with well-established supplier relationships, often with long contract periods. It was at these companies Permascand wanted to knock on the door prior to an annual industry meeting in Dallas.
Through IP advertising, we made Permascand visible to employees at the companies in question. When they used computers and mobiles at work, Permascand ads appeared on news sites, and via LinkedIn we targeted ads to selected key people. Each message formulated specifically for each company.
Common to all communications was the introduction of Terry Powell, Chemical Engineer and Sales Manager for Permascand in North America. He is the face of the company, the person with whom industrial companies will do business – and the one they would meet at the industry meeting in Dallas.
As Terry gets his suit tailored in the ads, customers get electrochemical solutions from Permascand. Designed with care, built on experience, and adapted to each unique need.
On site in Dallas, Terry met customers in the same clothes he wears in the campaign. After the industry meeting, he sent personal greetings to those he met, with a gift that reminded them of Permascand’s offer of tailor-made solutions: a pair of high quality scissors.
The result of the campaign was recognition, cheers and good contacts that will hopefully lead to long-term relationships and new business.
During the project, we worked with the Permascand sales team to learn more about the company’s offering and the market in North America. Annelie Thorsell was project manager, Håkan Norberg copywriter and director, Anders Björk and Andreas Söderlund ad.