All 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
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.
