Overview:
Wasino Corp. USA had quietly dominated automated small part turning and grinding production for approximately 30 years but had little recognition outside of their existing customers.

In mid-2008, they also changed their name to reflect the global resources of their well-known parent company brand, Amada, a leader in the fabrication industry. Wasino Corp USA approached LoSasso Advertising to help them make a strong splash at IMTS 2008 as Amada Wasino America, Inc..

LoSasso recognized the opportunity to break through the advertising clutter in the industry with strong creative and a differentiated media strategy. The strategy dramatically increased the impact of the media investment and delivered measurable results.

The new brand identity and positioning was featured in 10- and 30-second spots developed to play on IMTS TV – a closed circuit network around the metalworking industry's largest US tradeshow.

Objectives:
Introduce customers and targets to the new Amada Wasino brand name. Communicate their unique strengths in small part automated production in turning and grinding applications.

Strategy:
Leverage an integrated media strategy to maximize the impact of the media dollars; put the Amada Wasino brand name next to the biggest and most well-known brands in the industry. This new brand is not all things to all prospects. They are leaders in a specific, well-defined niche that they can back up with results and expertise.

Tactics:
Integrated media buy included high-impact media placements leading up to IMTS – a cover wrap in a key publication, and four page magazine insert that coincided with the IMTS show and the launch of the major magazine’s first issue at a new size. . A new website, redesigned collateral and a new e-mail marketing program all reinforced the “Turning Small Part Automation into Profit” position throughout.

Results:
25% increase in machines sold from 2006
20% increase in new leads from 2006

Generated important PR coverage during the IMTS show in the Show Daily and IMTS TV booth interviews. Built awareness through IMTS TV spots running throughout the show, on shuttle buses and in hotels.

Website traffic increased to an average of 100 new visitors per day during the first month.

Client Comment:
"LoSasso helped us develop a strong, unique position that we were able to communicate widely to our target audience through each point of contact. We are able to reach the right prospects more directly as a result of our break-through creative and media strategy."
- Robert Malmen, Chief Operating Officer, Amada Wasino America, Inc.