DONALDSON
AEROSPACE & DEFENSE
AEROSPACE & DEFENSE
MAINTAINING MARKET LEADERSHIP
Challenge: Strengthen sales support effort amidst an influx of aggressive competitors.
Approach
Leverage and emphasize Donaldson’s market leadership position, technology advantages and product benefits by providing customers with a steady stream of relevant information to build and maintain awareness and understanding of Donaldson A&D products and benefits. BDN and Donaldson worked together to structure an integrated marketing campaign built around the theme, “Fly Right. Fly Donaldson.”
Impact
A wide-ranging marketing campaign that employed PR, email, newsletters, content, trade shows, events, and advertising helped Donaldson maintain and expand its market leadership position. Product launches were also supported.