Vaisala – Solution-based messaging
Client: Vaisala
Project: Sales Kit/Newsletter
Situation
Vaisala is a company that develops, manufactures and markets aviation weather systems and sensors. The company was looking for a consistent marketing strategy that met two goals. The first goal was to promote their products and services to new prospects. Second, Vaisala wanted to educate and inform current clients about company and industry news.
Strategy
To meet the first goal, Marketing Works recommended identifying states in which a) Vaisala’s presence was limited, and b) also received significant government funding for aviation. Targeting each state individually, Marketing Works promoted Vaisala, garnering attention and awareness. State-specific sales kits were created, to be used by Vaisala salespeople around the country. To meet the second goal, Marketing Works targeted current clients with a quarterly newsletter.
Results
Marketing Works evolved Vaisala’s messaging from product-driven to solution-based and positioned the company for successful global acquisition. The sales kit has become the standard of marketing excellence for all business segments globally and resulted in three FAA contracts in just two years. One particular contract was worth $2.1 million and helped catapult Vaisala to a finish that was $6 million above their original sales goal.