reports & proposalsThe DeVilbiss Company has developed a new product for the industrial finishing market: AEROBELL -- an air-bearing electrostatic rotary atomizer. The salient feature of this new entry into the industrial finishing market is an air-bearing turbine. The shaft on which the turbine turns is cushioned by air rather than a steel bearing. The bearing wears out; air doesn't. It is designed to replace the DeVilbiss RAB ball bearing turbine atomizer presently on the market.
The AEROBELL is a very rugged and reliable atomizer with a long service life covered by a two year or 10,000 hour warranty.
At present, there is no competitive product comparable to AEROBELL. However, several competitors are working on air-bearing turbine designs and will probably enter the market within six months of AEROBELL's market debut.
The AEROBELL Monitor and Speed Control will also be an integral part of the total AEROBELL System. DeVilbiss will be the first to utilize magnetic pickup rather than fiber optics in their speed control system. The magnetic design is less "hi-tech" than fiber optics but offers several advantages, most notably, lower cost and reliability.
Three primary markets of opportunity exist for AEROBELL:
1) RAB retrofits -- approximately 2,000 installed RAB installations ( perhaps 40% of the market) present retrofit opportunities for the new AEROBELL. This potential exists primarily in the automotive industry but also among the furniture manufacturers.
2) Competitive rotary atomizer retrofits -- it is estimated that 30% of next year's AEROBELL sales will come from retrofitting ball-bearing units built by competitors and now used automotive and other industrial applications.
3) New rotary atomizer systems -- both U.S. and on-shore Japanese automotive plants present new sales opportunities with the greater potential being among Japanese manufacturers. Estimates place new sales at 30% of total AEROBELL sales next year.
Objectives
Four salient marketing objectives have been established for next year:
1) Create a perceived need for air bearing turbine system technology as the hottest, state-of-the-art development in the finishing industry. Air is where it's at.
2) Position the AEROBELL System as the top of the line product providing unmatched reliability, ruggedness and dependability by capitalizing on the two-year/10,000 hour warranty. Position the speed monitor and control as an integral element with the AEROBELL System.
3) Re-establish DeVilbiss as the expert in air bearing rotary atomizer systems by flooding the market with the AEROBELL System during the first six months of next year. When competitive entries attempt to position themselves in the market, they will be faced with hard-working, in-place, on-the-job AEROBELL Systems.
4) Establish and maintain the DeVilbiss AEROBELL System as the finishing industry standard. DeVilbiss makes the difference.
Strategy
Marketing Communications Group (MCG) recommends the following six-month promotional campaign as the most effective and efficient way to introduce the new AEROBELL System to the finishing industry. This will include a major introduction of the product beginning January 1 of next year using a focused publicity, print advertising, direct mail and sales effort.
Theme
The theme concept for the entire campaign will be one that addresses the most salient benefit of the AEROBELL System: Rugged reliability and the ability to keep running where other atomizers normally fail. The obvious benefit: Uptime. And this benefit is backed by the best warranty in the business. This Uptime theme will be featured in every element of the introductory campaign.
Publicity
The PR effort will begin with a press conference held in Toledo. All major trade publications and other appropriate media will be invited for a demonstration of the AEROBELL System at DeVilbiss. This will include a conference luncheon and product demonstration.
Complete product information and photography will be available to the press at this time. We suggest involving the GTOTC and Portside in arranging facilities, advanced publicity and liason assistance. This conference will be the first item on the AEROBELL System introduction agenda and will take place on January 15 of next year.
As the AEROBELL System is installed within the finishing industry, case histories can be developed and placed in appropriate trade publications to further the image of AEROBELL as the industry standard.
Direct Mail
On January 1, we suggest the launching of a direct mail campaign aimed at thge upper and middle management decision-makers in the automotive, furniture and other appropriate industries. This mailing will be a "teaser" designed to generate sales calls and litrature requests.
The item in the mailing will depend on the size of the mailing list. Different levels of importance could be assigned with an appropriately coasted item for each. For example, a higher cost item could be sent directly to a limited list of upper management decision-makers, and a lower cost mailing sent to middle and lower management, but with the promise that the higher cost item will be delivered when a DeVilbiss representative calls to present a sales pitch for AEROBELL. The theme of the mailing will center on the Uptime theme. A product rebate offer could also be part of the mailing.
The mailing will be scheduled to impact on the target audiences just a day or so prior to the press conference to provide key DeVilbiss customers and potential customers with "insider" information.
Product Literature
MCG suggests a six-page, four-color product brochure outlining all the features and benefits of the AEROBELL System. Appropriate photography, cross-sectional illustrations, charts, etc. will be contained in this piece. It will be utilized to answer requests for product information during sales calls and at trade shows.
Print Ad
One full-age, four-color print ad is recommended. It will run in the February magazines concurrent with the editorial copy generated from the press conference. The February issues will be on ;the target audience's desks by the middle to the end of January. The ad will carry the theme begun in the mailing and very strongly present the salient AEROBELL System benefit: Uptime. This ad will serve as a new product announcement. It will also appear in later issues where finishing systems are featured.
The DeVilbiss "A" Team
The "A" (AEROBELL) Team would be composed of key DeVilbiss representatives ready to sell the AEROBELL System exclusively for at least the first six months of next year. The "A" Team will be equipped with product literature, case histories and, if possible, a short video tape. Members of this team should be given shipping priority.
The Team's main goal will be to place AEROBELL in as many installations as possible before any competitive products enter the market. This will establish DeVillbiss as the leading air-bearing rotary atomizer experts. This effort should coincide with the publicity, advertising, and mailing campaign.
We suggest consideration of a team goal and reward, perhaps cash, a trip, merchandise.
The AEROBELL System Logo
Although presented here last, the AEROBELL logo will be the first campaign element to be developed. It will appear on the product as well as on all other elements of the campaign and the product packaging. It will represent the air-bearing rotary atomizer standard in the finishing industry: the AEROBELL System.
Summary
MCG believes this campaign will be an effective, positive, focused and consistent six-month effort designed to reach the appropriate target audiences. It will serve not only to introduce a new and important product for DeVilbiss, but will also position DeVilbiss as the hi-tech leader in the finishing industry.
Promotion Schedule
Element Release Date
Proposal Approval October 27, 19__
Creative Presentation November 10, 19__
Creative Approval November 12, 19__
Elements Produced December 19, 19__
Direct Mail January 1, 19__
Product Literature January 1, 19__
Print Ad January 1, 19__(Feb. pubs.)
The "A" Team In place Jan. 1, 19__
Press Conference January 15, 19__
Budget
1) Press conference $2,500
2) Direct mail (1000 @ $6.00 ea.) $6,000
3) Product literature (6-page, 4-color - 5000) $18,000
4) Media
Four markets, 10 insertions@6,000 each (average),
4-color page.Furniture, auto, industrial, appliances $60,000
5) Ad development with films, separations, dupes $11,000
Total.........................................................$97,500
This budget is our recommendation and is, of course, open to a discussion of alternatives.
