Account Strategist:
Will Melton
Client:
Weidmuller USA
Case Study: Positioning a 170-Year-Old Global Brand for Strategic Growth in the United States
Background
This is the story of how Xponent21 transformed Weidmuller USA’s market presence, turning strategic insights into impactful messaging.
Our partnership with Weidmuller began in 2023. The 170-year-old German company with an international presence was expanding their foothold in the USA market. They sought a messaging strategy to effectively communicate who they were and what they do to clients and prospects in the United States.
With the Weidmuller brand’s corporate identity already established and strong, our goal was to craft a messaging strategy that encapsulated Weidmuller’s global strengths while establishing a distinctive voice in the U.S.
The need:
Weidmuller USA sought to differentiate their communication in the U.S. market. The objective was twofold: to build off their established corporate DNA and to resonate with unique U.S. market segments and customers. The key deliverable was a new Messaging Platform, a strategic tool to unify their brand message across various platforms and stakeholders, ensuring every word was purposeful, consistent, and goal-oriented.
Our Approach
Research
Our journey began with an exhaustive market research phase leveraging a variety of feedback mechanisms. This involved conducting audience and keyword research, auditing competitors’ messaging across web and social platforms, conducting a SWOT analysis for Weidmuller in the U.S. market, and engaging in customer interviews to gain insights into market needs and perceptions.
Strategy
Our research led to the identification of key differentiators for Weidmuller USA, such as their long-standing industry presence; industry-specific, high-quality, consistently available solutions; authentic partnerships; and strong commitment to sustainability. These elements formed the backbone of our messaging strategy, ensuring Weidmuller stood out in a crowded market.
Messaging
The culmination of our efforts was the development of a comprehensive Messaging Platform to guide the Weidmuller USA team. The messaging we developed was tiered, to include:
- Foundational Messaging - Largely static messaging with high-frequency impressions aimed at the target audience.
- Dynamic Messaging - Messaging that changes over time either based on the industry, with seasonality, coordinated with other marketing activities, or as a sequence of messages to the same audience.
- Product and Solution Messaging - The most dynamic portion, geared toward introducing new products and services or promoting existing solutions.
Xponent21 led and facilitated a collaborative messaging session with Weidmuller USA’s leadership and marketing teams to dig deeper into the research and strategically review the messaging our team had developed. We used the inputs and ideas from this session to refine and finalize the Weidmuller USA Messaging Platform for delivery.
The Results
The Messaging Platform we presented included a unique positioning statement, an elevator pitch, and sub-messaging tailored to Weidmuller’s unique selling points, with thoughtfully selected words. For instance, our positioning statement for Weidmuller USA is:
"
Weidmuller USA is a beacon of innovation for the pioneers of industry. Leveraging nearly two centuries of experience and our deep knowledge of your business, we equip you with future-ready solutions engineered for your unique and evolving needs. Matching your pace, we lay out the roadmap to smart industrial connectivity and comprehensive industrial automation.
This strategy has enabled Weidmuller USA to form a solid foundation that will serve their marketing efforts moving forward.
For example, Weidmuller USA leveraged our messaging platform to craft an ad campaign in an industry magazine, marking the beginning of a broader strategy to deploy this messaging across various industry events.
Value to Weidmuller
Through our collaboration, Weidmuller achieved a cohesive brand message to be utilized across their marketing ecosystem. Our efforts ensured that every stakeholder, from marketing to sales, communicated with a unified, purposeful, and effective voice, substantially enhancing brand consistency and market impact.
The new Weidmuller USA messaging not only provides powerful, unified messaging to guide Weidmuller USA communications, it also incorporates core values of the corporate identity, such as their pioneering spirit and the quality of their solutions and relationships.
Closing Reflections
This case study exemplifies Xponent21’s expertise in transforming market presence through strategic messaging. We not only deliver a message; we craft stories that resonate, build relationships, and drive business growth. Weidmuller USA’s journey is a testament to the power of well-strategized communication in establishing a significant market footprint.
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