LACTOSAN: sustainability marketing
Lactosan is a medium-sized manufacturer of cheese powder for food & beverage companies around the world.
They noticed that customers were increasingly asking for sustainability information during sales cycles. But instead of simply responding to questionnaires, Lactosan wanted to proactively communicate its sustainability message to the market and position its brand correctly.
But what should the message be and how should it be communicated?
This is where Magnetize stepped in and provided guidance to the leadership of the business.
According to Heidi Knudsen, Lactosan's marketing manager, "Magnetize is helping us strengthen and support our brand promise, position us strongly in front of customers, and differentiate us from the competition.
"James led us through a smooth and efficient process, first developing the optimal sustainability message for our customers and the rationale behind it.
"Next they implemented the message by creating a package of materials including web pages, slides, articles, print material and social posts.
"These materials ensure we communicate our sustainability message strongly, clearly and consistently.
"Given this success we have already hired Magnetize for another project. James is great to work with and we recommend him highly."
Amphenol: sustainable product launch
Amphenol Antenna Solutions is a business unit of Amphenol, a global manufacturer of communications equipment.
In a highly competitive market targeting mobile phone networks, they had created a new product concept that brought the circular economy to antennas for the first time.
But how best to launch it?
This is where Magnetize stepped in and guided the marketing team to a successful introduction.
The first task was to define the strategic message. Magnetize conducted research to generate customer insights, identify the most relevant product facts, and competitor positioning. From here the optimal messaging was developed.
Next came the creative phase: how to capture buyers' attention. Magnetize generated several options and a favourite was chosen.
This was then unfolded into a package of sales and marketing materials to take the message out into the market.
The materials were well received internally and it wasn't long before they were hitting the desks of potential customers. The campaign generated conversations and pipeline with some of the biggest mobile operators in Europe.
“We are very satisfied with the campaign and the impact it is having," said Steven Hansen, marketing director.