"To market, to market, to catch a fat pig…"
Recently Parker has been forming cross-divisional – and sometimes cross-group teams – to unify its message to key niche markets. By presenting one Parker “face” and demonstrating how well the company knows the specific needs of its customers, Parker is better able to position itself as a single-source provider for its advanced technology systems, subsystems and components, as well as its market-driven services.
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Utility brochure
To target the electric utility market, M&K helped Parker put together an eight-page brochure showcasing their fluid connectors. The brochure features offerings from four divisions. More importantly, it put Parker systems, subsystems and components in the customer’s world, positioning them as solutions to utility market needs. From non-conductive hose for high voltage exposure to HTMA-compliant quick couplings designed to avoid the dangers of oil spills around electricity, the market brochure demonstrates Parker has what it takes to make working in the utility market a smarter, safer, more cost effective business.
Variable data postcard
At the same time we created the utility brochure, we also created a variable data utility postcard. Designed to work in conjunction with the market brochure, the postcard is used as a follow-up to a Parker utility telemarketing survey that identifies the needs of utility purchasing managers.
Military brochure
This time targeting the OEM, defense contractor and engineering-house experts responsible for designing tactical and combat military vehicles, the Parker Fluid Connectors Group again turned to M&K to create a brochure that would showcase their systems message. Unlike the utility market brochure, this brochure features a transparent vehicle schematic illustrating Parker subsystems and components on 12 different vehicle systems. Like the utility brochure, however, it also demonstrates how well Parker knows the needs of its military customers by featuring products designed to work well under combat conditions.
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