Challenge: An influx of competition, including one in particular with an aggressive and wide-reaching marketing campaign.
Strategy: Leverage and emphasize Donaldson’s market leadership position, technology advantages and product benefits.
Provide customers with a steady stream of relevant information to maintain awareness and understanding of Donaldson A&D products and benefits. BDN and Donaldson worked together to structure an integrated marketing campaign built around the theme, “Fly Clean. Fly Donaldson.”
A wide-ranging marketing campaign, linked closely to sales through Sales Force, that employed PR, email, newsletters, content and advertising. Product launches were also supported.
