Leveraging the Strength of a Legacy Brand

With a strong reputation for products centered on insect growth regulator technology, Zoëcon Professional Products started to expand its product line to address market demand. Research was conducted with pest management professionals to determine perceptions of the brand as well as the product portfolio. The result was the creation of a brand strategy centered on Zoëcon’s reputation as the “go-to” manufacturer. Connecting as a proven leader worked seamlessly to increase sales stickiness and fortified expanded product understanding.

Connecting in the Field

The growth of the product line provided an opportunity to re-engage the sales team and expand sales education. The Zoëcon Field Guide web app (an industry first) was developed as an interactive way for the sales team to communicate complex information about their products with pest management professionals. The online resource offered a wide range of materials to extend conversations digitally. The strategy extended to e-newsletter communications and social media as content focused on product application tips.

Elements

Brand essence and corporate positioning
Brand creative
Network of control campaign
Field Guide app
NPMA trade show booth
Social media
Sales collateral

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