Camfil APC Competitor Advertising

Part
01
of four
Part
01

Imperial Systems' CMAXX Print Advertising

Imperial Systems appears not to use print advertisements in promoting its products, including the CMAXX dust collectors. However, the company uses other forms of advertisements, like thought leadership strategy and testimonial marketing.

Thought Leadership Strategy

  • Imperial Systems does not engage in any form of print advertisement, they use a form of marketing called thought leadership, where the company establishes itself as an innovation leader in the dust collector system segment with the mission to build the best dust and fume collection equipment on the planet.
  • The company frequently publishes a number of blogs, articles, white papers and videos on their official website and different social media channels such as YouTube, Instagram, Facebook, and others to educate their target clients about their CMAXX dust collectors.
  • The company explains in details its dust collector product's advantages, uses, durability, and uniqueness which stands as their selling point to potential clients.

Testimonial marketing

  • Imperial Systems has provided testimonial videos, where satisfied customers feature on videos affirming the performance, value, and quality of its products.
  • The company has provided case studies featuring testimonies from happy clients.
  • These videos are also shared, as links, through Imperial Systems social media platforms to engage customers.

Messaging

Imperial Systems use different messaging, such as:

Target Audience

  • The company designs innovative but effective and beneficial dust collection solutions for every industry including "recycling, seed, grain, woodworking, steel, mining, aggregate, bio fuels, food processing, pet food, fiberglass, agricultural, chemical processing, paper scrap, fiberglass and many more."
  • They serve companies such as Amazon, Monsanto, Ford, and others.

Research Strategy

The research team's first strategy towards determining if the company employs print advertisements started by searching through the official website, including the homepage, product page, and more. Next, we examined the official social media platforms, like Facebook and Twitter, for any print ad in the last five years and beyond. Lastly, we also searched third-party advertisement sites, such as Marketing Week and Digital Marketing, for any evidence of Imperial Systems' print ads. Unfortunately, after searching extensively without locating any, we determined that the firm does not use print advertisements in promoting its products, but engages in other forms of advertisements. Therefore, we broadened our research to provide helpful insights toward Imperial Systems' other forms of marketing.
Part
02
of four
Part
02

Imperial Systems' CMAXX Social Media Advertising

Imperial Systems appears not to use print or programmatic advertisements in promoting its products, including the CMAXX dust collectors. However, the company uses other forms of advertisements, like marketing case studies and PR & media marketing.

Case Studies Marketing Strategy

  • Imperial Systems employs case studies as a marketing strategy, where satisfied customers feature on marketing case studies (each a unique customer experience) illustrating the problem encountered by the customer, the solution provided by Imperial, and the enormous success post the resolution.
  • The case studies maintain a similar format, although each customer experience is unique, where three subsections, Problem, Solution, and Feedback (Result), are employed to demonstrate how it successfully solved a client's specific situation.
  • Additionally, a picture of the product used to provide the solution to the problem is shared along with the case study.
  • The advertising messages in Imperial's case studies are drawn from the customers' statements. For example, in this case study, a customer claims "our first CMAXX worked so well, and we were really impressed with the quality. So there was no reason to go anywhere else for our second one."

PR and Media Marketing Strategy

  • Imperial Systems receives substantial PR & media coverage by sharing "dust collection articles with industry and trade publications," like The Fabricator, World Cement, Welding Productivity, and Process Industry Informer.
  • The firm's product launches are also recorded on well-known media sites like Business Insider and PR Newswire.
  • These sources provide Imperial Systems with ways to increase its reach and promote its dust collector system.
  • For example, when the firm launched its Rhino Drum system, Business insider featured the product as "the first of its kind and the only drum kit with a twist-lock lid tested by a third party for combustible dust."

Target Audience

  • Generally, Imperial Systems CMAXX offerings are tailored for every industry including recycling, seed, grain, woodworking, steel, mining, aggregate, biofuels, food processing, pet food, fiberglass, agricultural, chemical processing, paper scrap, fiberglass and many more.

Research Strategy

The research team's first strategy towards determining if the company employs print and programmatic advertisements started by searching through the official website, including the homepage, product page, and more. Next, we examined the official social media platforms, like Facebook and Twitter, for any print ad in the last five years and beyond. Lastly, we also searched third-party advertisement sites, such as Marketing Week and Digital Marketing, for any evidence of print ads or mention of Imperial Systems using programmatic advertisements. Unfortunately, after searching extensively without locating any, we determined that the firm does not use print or programmatic advertisements in promoting its products, but engages in other forms of advertisements. Therefore, we broadened our research to provide helpful insights toward Imperial Systems' other forms of marketing.
Part
03
of four
Part
03

Robovent Print Advertising

Robovent appears not to use print advertisements in promoting its products. However, the company uses other forms of advertisements, like event marketing and sponsorship marketing.

Event marketing

  • Robovent organizes and takes part in several events, including conferences, trade shows, and seminars, where they engage their customers face-to-face, promoting the company's products.
  • For example, CWA National Seminar 2017, was organized by Robovent, and the print advertisement, of the event, shared on the official website. The seminar showcased Robovent's "industry-leading eTell Intelligent Controls, its most advanced electronic control system for dust collectors available today," as well as a speaking engagement featuring the company's Solutions Director, Duncan Beaumont, talking on "Automating the Factory Environment".
  • CWA National Seminar 2017 print advertisement
  • Robovent also attends conferences like the FABTECH 2018; where they explained to prospects how the firm "can reduce their total cost of ownership (TCO) for dust collectors, increase their production uptime, and give them back the personal downtime."
  • Some advertising messaging used include "Stop by our booth at FABTECH and find out how Robovent can reduce your total cost of ownership (TCO) for dust collectors, increase your production uptime and give you back the personal downtime you’ve been missing and deserve."
  • Through these events, Robovent targets high-level decision-makers, as is the case with the attendees of FABTECH — 78% influence purchasing decisions, and 43% have "equipment budgets of $200,000 or more."

Sponsorship Marketing

  • Robovent sponsors various associations and community groups, including The American Ceramic Society, American Welding Society (AWS), American Conference of Governmental Industrial Hygienists (ACGIH), Robotic Industry Associations, Glass Manufacturing Industry Council (GMIC), Fabricators & Manufacturers Association Intl. (FMA), and more, which helps it spread the products and brand awareness.
  • The firm promotes the fact that it's sponsoring these community groups and associations via the official website and blog. For example, on the blog, Robovent illustrates why they believe the American Ceramic Society (AWS) is important and therefore sponsor it.
  • The marketing message used is, "We are also enthusiastic supporters of the AWS, a vital institution in today’s manufacturing world. We are grateful for their support of Robovent over the years, as well."
  • Robovent targets the audiences of these community groups and associations. An example is the AWS, which has a community of 70,000+ active welding professionals members — with decision-making authority.

Research Strategy

The research team's first strategy towards determining if the company employs print advertisements started by searching through the official website, including the homepage, product page, and more. Next, we examined the official social media platforms, like Facebook and Twitter, for any print ad in the last five years and beyond. Lastly, we also searched third-party advertisement sites, such as Marketing Week and Digital Marketing, for any evidence of Robovent's print ads. Unfortunately, after searching extensively without locating any, we determined that the firm does not use print advertisements in promoting its products, but engages in other forms of advertisements. Therefore, we broadened our research to provide helpful insights toward Robovents' other forms of marketing.
Part
04
of four
Part
04

Robovent Social Media Advertising

Robovent appears not to use print or programmatic advertisements in promoting its products. However, the company uses other forms of advertisements, like thought leadership and testimonial marketing.

Thought Leadership Strategy

  • Robovent establishes itself as a thought leader (an authority) in clean air solutions for various industries, sharing written work, accessible free, through the official website and press releases.
  • The company dedicates the bulk of its website, including the homepage and the products page, to thought leadership, where it goes into details to speak intelligently on specific issues in the industry, such as the necessity of clean air, and explicating the benefits of its products, including statistics around the number of lives improved, the applications, compliance with regulation, and more.
  • Apart from the official website, other thought leadership contents used by the firm include blogs, videos, webinars, white papers, and social media, enabling it to generate demand, build brand equity & customer relationships, and create new business opportunities for sales and partnerships.
  • On social media, Facebook and Twitter, Robovent engage the audience by sharing different links to their written work, videos, and webinars, as well as commenting on industry news.
  • Through its written works, Robovent promotes itself as "The Leader in Clean Air. Guaranteed Solutions.", hence the go-to-source for customers seeking the best-in-class ventilation and filtration systems.
  • Additionally, the marketing messages used to promote Robovent Endurex, a Robovent solution, through its written work are: "Engineered for Longer Life. Guaranteed Cleaner Air. The Smarter Choice. Endurex High-Performance Filters Introducing RMO Technology."

Testimonials Marketing Strategy

  • Robovent also employs testimonials as a marketing strategy, where satisfied customers feature on videos affirming the performance, value, and quality of its products.
  • For example, the company does a great job selecting loyal customers Chris and John Geneva for this customer testimonial video, who appear passionate, charismatic, and genuinely satisfied.
  • To make this strategy a success, Robovent employs videos that are around two or three minutes long, with good background and lighting, as well as splicing of scenes between the customer talking and images of the solution in use, as in the Sellick Equipment example.
  • These videos are also shared, as links, through Robovent social media platforms to engage customers.
  • The advertising message in Robovent's testimonial marketing is drawn from the customers' statements. For example, in the Sellick Equipment testimonial video, the Operations manager claims the Robovent ventilation system "has lived more to the promise of what they said it would do, and it's by far exceeded their expectations."

Target Audience

  • Robovent's target audience consists of engineers "who are socially active with one another, and who are tasked with the difficult job of maintaining the air quality in manufacturing plants that are laden with airborne contaminants."
  • The industry's Robovent targets include Aerospace & Aviation, Agricultural, Automotive, Batch Mixing, Construction Equipment, Electronics, General Fabrication, Glass, Heavy Equipment, Medical Equipment, Military & Defense, Mining, Oil & Gas, Pipeline, Plastics, Railway Equipment, and Renewables.

Research Strategy

The research team's first strategy towards determining if the company employs print and programmatic advertisements started by searching through the official website, including the homepage, product page, and more. Next, we examined the official social media platforms, like Facebook and Twitter, for any print ad in the last five years and beyond. Lastly, we also searched third-party advertisement sites, such as Marketing Week and Digital Marketing, for any evidence of print ads or mention of Robovent using programmatic advertisements. Unfortunately, after searching extensively without locating any, we determined that the firm does not use print or programmatic advertisements in promoting its products, but engages in other forms of advertisements. Therefore, we broadened our research to provide helpful insights toward Robovent's other forms of marketing.
Sources
Sources