Case Study for Agency
03-1014867-393

CLIENT: Atlas Technologies
CLIENT SINCE: 1979
PRODUCTS: Die change systems and other pressroom automation
MARKETS: Sheet metal parts manufacturers: automotive, appliance,
off-highway, lawn and garden and contract stampers.
PRIMARY MARKETING MISSION: Grow the market for die change systems by
10%+/year; capture dominant market share.
RESULTS: Marketshare leader--built more die cart systems than all six
competitors combined! Sales growth from 12 to 31.5 million in
approximately a decade. Successfully captured market niches including:
+Preferred supplier to GM, Ford and Chrysler for die cart systems,
+Developed multi-million dollar turnkey system for major appliance
customer,
+Two major lawn mower manufacturers inquired after reading about a
competitor's die change system built by Atlas, and,
+Key automated die storage/retrieval customer: John Deere.

"In the early '80s, Atlas Technologies introduced automated equipment
for changing over dies used in stamping presses. These heavy-duty,
powered die carts are used to move the dies, some weighing 50 tons or
more, in and out of the presses and integrated racks. The equipment
reduces changeover time from hours to minutes, compared to traditional
methods.

COMMUNICATIONS: THE FIRST STEP TO CONVINCING A SKEPTICAL MARKETPLACE
A frequent, ongoing flow of information was critical to convincing the
marketplace that automated die change technology provided an
exceptional ROI. It was also an important step toward building brand
awareness and credibility for Atlas.
The agency's comprehensive marketing communications program included
advertising, direct mail, database and inquiry management, and an
intensive press relations program...as well as sales literature and
sale promotional video productions. But two elements have been the
cornerstone.

1) ONGOING APPLICATION INFORMATION: IT SELLS
Since the mid-80s, the agency has produced a direct mail
mini-publication three times per year, putting application success
stories in front of the stamping industry. This promotional vehicle has
constantly educated engineers about pressroom automation benefits. A
reply card captures vital information for further sales tool
fulfillment, prospect database work and, most importantly, selling.

2) ONGOING EDITORIAL
Application case histories and technology-related articles are
developed for the metalworking press and the Atlas direct mail program.
Activities include interviews, photography, editorial coordination, and
a lot of writing.
Use of this material in the trade publications has grown annually over
a five year period. One year, for example, 47 pages worth of editorial
coverage (from 72 individual articles) were realized, including three
magazine covers.

RELATIONSHIP MARKETING
Although new or emerging companies are revealed through these
promotional efforts, the number one objective is to communicate to
broader and deeper levels at customer or know prospect facilities. The
direct mail mini-publication helps to reach the growing team of "buying
influences", providing idea-provoking information that extends the
efforts of the Atlas Sales Engineers. The publication's content
provides a good way to reach these job titles."