Premium quality is not a matter of faith
Those who focus solely on price often end up paying more in the long run. For Reifenhäuser, a leading supplier of extrusion machinery, we have broken out of the price war with Far Eastern competitors – not through discounts, but through expertise. An international educational campaign translates complex materials science into clear, compelling selling points, making the superior quality of Reifenhäuser’s cylinder wear protection impossible to ignore – and easy to prove.
The evidence is provided by an independent benchmark test conducted by Clausthal University of Technology, clearly demonstrating that Reifenhäuser alloys offer significantly longer service life. These scientific findings form the core message of the B2B campaign.
The campaign, centred around the slogan ‘If you don’t ask, you pay more’, encourages customers to ask the right questions about genuine wear protection. The answers can be found on a central landing page that serves as a content hub. Explanatory videos, expert interviews and an interactive alloy advice tool turn complex technical facts into clear, tangible sales arguments.
Is your brand also battling against preconceptions?
To minimise wasted reach, the campaign’s paid media strategy focuses on programmatic banner advertising using IP targeting. This allows the campaign to target predefined companies with precision, putting the message directly in front of the relevant decision-makers. Trade advertising and owned media provide additional support, while sales presentations equip the sales team for client meetings. The campaign culminates in a major presence at ‘K’, the leading trade fair for the industry, where the entire stand is dedicated to the campaign.
And the results speak for themselves. Alongside overwhelmingly positive customer feedback, the figures show just how effective the campaign has been: 98% of target companies were reached, 89% engaged with the campaign, and the CTR was more than 360% above the benchmark for display advertising.
Reifenhäuser turns customer requirements into a screw: an explanatory video on the key competitive product features of its premium extruder solutions.
Whatever challenge you’re facing, we’re here to help. As B2B Communication Guides, we analyse your brand’s performance, identify strategic opportunities and develop a tailored solution that creates measurable value for your business.
Do you have any specific questions about your brand and communications? Ulli Eiden (CEO) looks forward to an initial brainstorming session.
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