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An Answering “Lead” Shot…

Lead-free-Ad-8-11-mediumAll is fair in love and war.

Lead in drinking water. It’s a big deal; rather reducing and eliminating lead content in potable (drinking) water plumbing products is now a federally mandated big deal here in the United States.

A Badger Meter competitor had launched a full-out media campaign proclaiming that said competitor had the only lead-free water meter on the market. This is simply NOT true. Badger Meter has, in fact, several low-lead and lead-free products on the market.

The Answering Volley

Position Badger Meter as THE thought leader in lead-free initiatives.

The Campaign

Lead-Free White paper – Outlines current and pending lead-free legislation

Engineered Polymer Meter White paper – Examines superior design and durability aspects of the Badger Meter engineered polymer (plastic) meter

Utility quick reference guide – Highlights legislation, effective dates, and states effected

Press release – Announcing availability of white paper, quick reference guide and website

Trade advertising – Full page print ads and online display ads

Website section

Major industry conference technical session presentation – Conducted by the marketing manager/subject matter expert. Content was manufacturer agnostic. All session feedback praised the marketing manager for her objectivity and factual presentation.

Trade show branding – Major translights carried the campaign graphic/branding

Sales channel education and sales tools – Included white papers, quick reference guide, FAQ and a modified copy of the technical session PowerPoint

The Result

Except for a section on the competitor’s website, their guns went silent within three months of launching the Badger Meter campaign.

Click here to see a larger image.
Click here to see a larger image.

www.wpcbrands.com    (archived)

WPC Brands was a corporate site combining company and brand information. Note that even though this site is over 13 years old, both the navigation and page designs (User Experience/UX) are crisp and very user-friendly. WPC Brands is now part of Spectrum Brands.

Awards

2000 Milwaukee Ad Club, Gold Addy
2000 District 8, AAF, Merit Award

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