It was a classic challenge, transitioning customers through the merger of two trusted names in manufacturing process equipment: Coperion, a giant known for quality and reach, but not agility; and K-Tron, more niche, but high-quality, streamlined and known for service. With little overlap in their markets, it was a chance to create a manufacturing powerhouse, but first, they needed to allay customers’ fear of change.
A measured strategy in advertising made the process run smoothly.
The least shift in process reliability could cost customers millions, so the news of the merger had to be gradual, and instill confidence, to keep customers feeling secure. To that end, we created a 3-part ad series, to transition customers from fearing a name change to embracing a newly powerful “total systems” partner. Relationship, not equipment, was the issue, so the focus in all was on the less quantifiable: trust, reliability, total confidence.
It was a perfect process result: continued customer loyalty.