How a "Dispenser Company" pumped up their sales while ringing up a new image.
Client: Gilbarco Veeder-Root
Project: Launching in Passport V5
Date: Fall/Winter 2006
Challenge:
Gilbarco Veeder-Root has been a manufacturer of gas pumps
(more properly called dispensers) since the Civil War.
Long an industry leader, this global firm had morphed
over the years from traditional manufacturer of analog
products to a technologically advanced manufacturer of
a wide array of products to help convenience stores and
other gas retailers operate their businesses effectively.
Their image, however, hadn't yet caught up.
Objectives:
Launch the newest version of their Passport point-of-sale
system, which is sold largely through their distributor
network. Generate inquiries while repositioning the company
as providing technology perfectly suited for their customer
base.
Results:
Using a mix of direct mail, advertising and collateral
material, the Passport re-launch generated a record number
of qualified leaders for the company. Even better, the
company reported record levels of distributor-generated
revenue coming from Passport sales.
