Leading Manufacturer of Clean Air Technologies Implements Service-Based Marketing Strategy

A leading manufacturer of clean air technologies needed to grow sales of their units without directly competing with individual distributors.

The Problem

A leading manufacturer of clean air technologies needed to grow sales of their units without directly competing with individual distributors. Historically sales of AirBox units were driven by exclusive and nonexclusive distributors and by an internal sales team working on large-scale installations. The client wanted to increase corporate sales efforts without directly competing with their distributors.

The Solution

We conducted a market opportunity analysis as part of an initial strategy development engagement. New North recommended transitioning corporate sales efforts from hardware to a service-based focus. The creation and branding of facility ‘Safe Air Plans’ allowed the corporate sales team to conduct sales efforts nationwide, focusing on providing certified engineering plans to meet federal and local health guidelines. The ‘Safe Air Plans’ were coupled with hardware sales and implementations from local distributors allowing AirBox to drive sales efforts in cooperation with local vendors. To support the new service-based strategy, we redesigned AirBox’s website to promote ‘Safe Air Plans’ in addition to hardware. As part of this website overhaul, messaging was updated to increase relevant organic traffic. We deployed new educational content with a focus on four industry verticals. New North also launched a PR campaign and advertising to build awareness of the new service.