Overview:
BIG Kaiser is a niche product, known for its high precision Kaiser boring products in North America, but still relatively unknown for its uniquely different BIG-PLUS tool holders from BIG Daishowa. Many of the leading machine tool manufacturers build their machines with a BIG Daishowa spindle that operates at the highest level of performance when used with the trademarked dual-contact tooling known as BIG-PLUS. There are other companies that claim to make dual-contact tooling, but they are reverse-engineered, and therefore not designed by BIG Daishowa to work with their spindles. The client recognized a huge growth opportunity for this product line if they could educate their end users about the performance advantages for those with machines built with the BIG Daishowa spindle.

Strategy:
LoSasso recommended a broadly targeted, integrated campaign for the BIG-PLUS product separate from the rest of their marketing plans or products. This included high-impact magazine inserts, custom e-mail blasts and a microsite designed to capture leads specific to this product line through a “No Risk Trial Offer.”

Process/Tactics:
The agency developed a creative hook around the dual-contact benefit that is leveraged throughout all communications. The “Close the Gap” message carried through the print and online advertising, high-impact printed inserts around key trade magazine and tradeshows, e-mail marketing, direct mail and a microsite developed to drive and capture specific traffic with interest in this product.

Results:
The microsite, developed to specifically highlight the BIG-PLUS performance advantage with video and technical information, has produced strong leads. Sales have doubled for the BIG-PLUS product line in the past two years and the growth potential has not slowed down. BIG Kaiser continues to build awareness of the specific benefits of dual-contact tooling when used with the BIG Daishowa spindle.

Client Comment:
"LoSasso has helped us better define our brand position and stand out in the market. Our brand image is stronger, more recognizable and better defined by our higher quality value proposition. As a result of an integrated campaign around our BIG-PLUS tooling product line in the past two years, we have more than doubled our sales in this area and continue to increase awareness of our truly unique products."
- Chris Kaiser, President, BIG Kaiser Precision Tooling Inc.