Camfil APC Competitor Advertising

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Donaldson Torit

While there was very limited information regarding Donaldson Torit's advertising regarding its Downflo brand, our team was able to determine that they use print ads on industry magazines to promote their dust collectors to manufacturers. They don't use social media's paid ads to promote Downflo or programmatic ads.

Overview

  • According to the company's website, for their dust collectors, they target manufacturers in the metal & Machining; agriculture; mining & minerals; wood, paper & pulp; food & beverage; and pharmaceutical industries. Their focus is on manufacturers.
  • The company's main message for its dust collectors is "Delivering filtration solutions that work as hard as you."
  • As part of their successful results, in 2017, the company celebrated the sale of its 1,000th Downflo Evolution dust collector.

Print

  • In 2018, the company created a print and digital catalog with all their products, features, and sales contact to promote its Downflo Dust Collectors.
  • The catalog's messaging says "The inventor of cartridge collector" and talks about being an award-winning product, and their unmatched innovation and technology.
  • They also have a catalog dedicated to Downflo Evolution, where the main message talks about the product's superior cleaning performance and "Up to 40% fewer filters & smaller footprint."
  • In the magazines, the strategy was featuring in technology spotlights and print ads with messages like "Combustible dust puts your most valuable assets at risk," "More Expertise. More Technology. More Solutions," "The key to cement production from beginning to end," "Shape defines performance," "Collects Dust. Delivers Value, "and "Never Settle for Good Enough."
  • The catalog's content includes the different Downflo dust collector brands: Evolution, Oval, Workstation, and Bench, among other Donaldson products.
  • In the magazines, the print ads and spotlights featured images of the dust collectors, interviews with the company's leaders, and images of people using the product.
  • These are two examples of the company's printed and digital catalogs available on Donaldson's website.
  • These are a few examples of the printed spotlights the company made in the Fabricator Magazine in 2018, December 2017 and DryCargo in 2018 and 2017.
  • The examples of the print ads were included in the attached document.

Social Media

  • The company only has LinkedIn, Twitter, and YouTube as Social Media accounts. They have a YouTube account for the Donaldson Company and one for the Donaldson Torit segment.
  • The company doesn't pay advertising on Twitter and hasn't posted anything in its account.
  • On LinkedIn, Donaldson is paying for advertising; however, the only ad related to dust collecting is about its services and not Downflo.
  • Donaldson Torit's YouTube page has the same Downflo content than the main company's page, and none of the pages has paid advertising to promote the videos.
  • The examples available of the video content related to Downflo in the past five years are a promotion of Downflo Evolution in 2015, which talks about its features, and multiple videos with maintenance tutorials.

Programmatic Ads

  • The company doesn't have any example of programmatic ads on its main site or through online tools like BuiltWith.

Research Strategy

To determine the print, social media, and programmatic advertising strategies that Donaldson Torit has used in the past five years, we began by looking for marketing case studies to determine if they hired an agency to manage their advertising. Since agencies often publish case studies with detailed strategies and results for the companies they've worked with, we tried to see if there was a campaign for Downflo. After searching through multiple sources, we found case studies about their dust collectors technology and case studies published by Donaldson about different companies using Downflo. However, we were unable to identify any marketing case study for Donaldson as a company, for its Torit segment, or Downflo dust collectors.

As our second step we looked through the company's news and interviews with the company's leaders on industry sources and newspapers for mentions of their advertising strategy. Unfortunately, the only information available was from 2010 and didn't have any details about the strategy they used or plans for advertising in future years.

Our third attempt was looking through the company's annual reports as sometimes they include parts of their advertising and marketing strategies along with their marketing expenses. However, neither the Torit division or the parent company's annual report had any information that the company was using part of its budget for advertising, so once again, we found none of the strategies used to advertise on printing, social media, and programmatic ads.

Finally, we searched for individual examples of advertisement used by the company to promote its Downflo dust collectors in the past five years through advertising sites like Moat, iSpot, DKY, the ad transparency sections of different social media platforms, and the company's social media pages. Our objective was to gather a general idea of the strategy through examples.

For print, we found that the company used printed and digital catalogs of products to promote Downflo. The catalogs had all their products or specific brands, like Downflo. We also found that the company often used industry magazines, like The Fabricator and DryCargo, to promote its Downflo brand.

When it comes to social media advertising, we noticed that the company only uses LinkedIn, YouTube, and Twitter and that they don't pay for advertising on Twitter or YouTube. However, on LinkedIn, the company is paying for advertising, although not for Downflo products, and on YouTube, they only publish tutorials and features.

We used tools like BuiltWith and the company's website to determine if they use redirection links, which would indicate if viewers come from ads or programmatic ads. These revealed no information that Donaldson Torit is using AI ads or any type of smart advertising.

We were unable to determine the success of the advertising strategies led by the company, or whether they use programmatic ads or not, this could be because they rely more on traditional advertising due to the nature of its target audience. Still, we found that their sales results have been positive.

Our conclusion, based on our findings, was that the company's advertising strategy, since their target are manufacturers, is through print ads in industry magazines, catalogs, and its website. They only use a little social media, and no programmatic ads. The information that was available online was included in our findings, along with the examples available.
Sources
Sources