© 2010 Armstrong International, Inc.

armstronginternational.com

®

Using Traction as a Marketing ToolUsing Traction as a Marketing ToolPam BlasiusPam Blasius

Marketing ManagerMarketing Manager

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Armstrong InternationalArmstrong InternationalArmstrong InternationalArmstrong International

• 110 Years Old

• 5th Generation Family Owned Business

• Global Manufacturing & Service Solutions

• Historically a products company for steam, air and hot water systems

• Using Traction to deliver system solution knowledge to end users

Armstrong’s Brand PromiseArmstrong’s Brand PromiseArmstrong’s Brand PromiseArmstrong’s Brand Promise

Armstrong provides intelligent system solutions that improve utility performance,

lower energy consumption, and reduce environmental emissions while providing

an "enjoyable experience."

33““Expect many Expect many enjoyableenjoyable experiences!” experiences!”

David M. ArmstrongDavid M. Armstrong

®®In te ll igent System S olutions S T E A M • A I R • H O T W A T E R

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Armstrong’s Brand PositioningArmstrong’s Brand PositioningArmstrong’s Brand PositioningArmstrong’s Brand Positioning

TheThe

SageSage

ThinkerThinker

PhilosopherPhilosopher

ReflectiveReflective

AdvisorAdvisor

ExpertExpert

TeacherTeacher

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The Sage The Sage CustomerCustomer

The Sage CustomerThe Sage CustomerThe Sage CustomerThe Sage Customer

Informed and IntelligentInformed and Intelligent

Feels free, independent, Feels free, independent, and in charge of their and in charge of their

decisionsdecisions

Enjoys researching a Enjoys researching a decision: The Internet decision: The Internet is the most effective is the most effective

vehicle for Sage brandsvehicle for Sage brands

Their decisions are Their decisions are based on logic and based on logic and information about a information about a

brandbrand

The Sage customer will The Sage customer will reward the brand with reward the brand with

their loyaltytheir loyalty

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MarCom StrategiesMarCom StrategiesMarCom StrategiesMarCom Strategies

Philip Kotler, Professor of International Marketing at Northwestern University, claims there are two “answers” to the “marketing challenge” facing companies today:

• Know your customers better, and get closer to them; and

• Differentiate your offering so it stands out as relevant and superior in value to a clear target market.

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““Know Your Customer Better”Know Your Customer Better”&&

Clear Target MarketClear Target Market

““Know Your Customer Better”Know Your Customer Better”&&

Clear Target MarketClear Target Market• Customer Relationship Management

Database (CRM)

• Key Vertical Markets

• Food

• Pharmaceutical

• Chemical

• Healthcare

• Education

• Hospitality

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““Get Closer to Them”Get Closer to Them”““Get Closer to Them”Get Closer to Them”

• E-blasts

• Swiftest, most cost efficient means of direct communication

• Highly focused, highly flexible

• Message platform solutions oriented

““Differentiate Your Offering”Differentiate Your Offering”““Differentiate Your Offering”Differentiate Your Offering”

• Global Learning Center

• Consistent with “Sage” position

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““Relevant & Superior in Value”Relevant & Superior in Value”““Relevant & Superior in Value”Relevant & Superior in Value”

• Sales Literature

• Ability to tailor message

• Dovetails with Web revision

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““Relevant & Superior in Value”Relevant & Superior in Value”““Relevant & Superior in Value”Relevant & Superior in Value”

• Web Revision

• Web site is consistent with Sage positioning

• Vertical market objective

• Solutions focused, rather than product focused

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Traction Setup @ ArmstrongTraction Setup @ ArmstrongTraction Setup @ ArmstrongTraction Setup @ Armstrong

• Visitor access

• Ability to comment/collaborate

• 20 Solutions Pages per Industry

• Article with Sections

• I-Frame Widget

• Tagging across multiple spaces – Docs, Steam, Air & H. Water

• Attivio Search

• Disclaimer in sidebar

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LaunchLaunchLaunchLaunch

• Digest/RSS for updates

• Moderation

• Ratings/Voting

• Metrics

• Launch Jan. 2011