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The Challenge
Uson has been at the forefront of leak detection, leak and non-destructive testing for nearly 40 years. As a pioneer of automated leak detection equipment for the automotive, medical device, pharmaceutical and general engineering industries Uson has more experience in these specialized fields than any other company in the world. In 2002, Uson engaged BrandExtract to manage its marketing campaign "Uson Delivers" and then in 2007 the company decided to move in a different direction.
We worked with the marketing team at Uson to assess the current brand position and define Uson's needs as it diversified both its product offerings and market segment. Our brand audit including interviews with staff, customers and competitive research showed that Uson needed to focus on service and measurement, creating its new position "For Good Measure." This position was developed to engage customers, employees and outside sales and to re-energize the Uson brand.
The BrandExtract Solution
Following the initial assessment, we developed a brand toolkit that established a new brand management program including Web site development, product launch campaigns, lead generation materials, and public relations support.
Through collaboration with the marketing team at Uson, we successfully launched the brand to employees, customers and the sales channel. As there was little change in the Uson brand since its inception, the rebrand was welcomed by all key audiences. The internal communication program coupled with Uson's internal improvements made for quick results in quality control and customer satisfaction.
The Results
Uson's new identity and brand position helped in the successful launch of the Qualitek mR and supported Uson's internal quality improvement initiatives. Results included:
- A 71 percent increase in volume in the eight months following the launch compared to the same period in the prior year for the Qualitek lines targeted by the Qualitek mR
- A 98 percent increase in order value in the eight months following the launch compared to the same period in the prior year for the Qualitek lines targeted by the Qualitek mR
- Qualitek mR order value in the eight months following the launch exceeded the combined value of the target Qualitek products and exceeded the order value of target Qualitek products in the same period for the prior year.
- Following the launch of the Qualitek mR, the first units sold were purchased by a customer in Korea who had not previously seen the tester. Overall, sales have been strong due in part to Uson's dedicated Qualitek Web site and marketing collateral used by sales representatives in product demonstrations around the world.
- Improvement in quality control and customer service
WebAward of Excellence
