What is ÅirIQ?

One type of corrosion that affects pulp and paper mill and data center environments specifically is atmospheric corrosion. Cosasco created ÅirIQ to help customers in these industries make better decisions about their corrosion management activities. What sets ÅirIQ apart is the hypersensitive electrical resistance technology (which indicates a corrosive environment before damage to assets can occur) coupled with the system’s ability to display real-time data.

This real-time monitoring helps ÅirIQ users stay ahead of corrosion, instead of spending time and resources fixing a problem after it has already occurred. This type of technology and information is game-changing for directors and engineers responsible for controlled environments.

Positioning and Launching ÅirIQ

Every project at goBRANDgo! starts with learning. We met with subject matter experts at Cosasco to learn the features and benefits of the product and gain a better understanding of the target audiences we were trying to reach. We were especially eager to learn about the audience for ÅirIQ because it represented an opportunity for Cosasco to penetrate new markets. Prior to launching ÅirIQ and a few other recent products, they had worked primarily in the oil and gas industry. We needed to ask a lot of questions to gain insight into the audiences of pulp and paper mills and data centers.

To get inside our prospects’ heads, we led a live rapid persona exercise with Cosasco where we delved into the problems, motivations, and desired outcomes for the different audiences they served. 

Once we had a good grasp on the differentiators of the product and the challenges of the audience, we brainstormed how copy and design could work together to create a compelling message. We presented three creative approaches and painted the picture for Cosasco about how each of them could come to life in the launch campaign and future messaging for ÅirIQ. We created sample ads with differing visuals and copy to illustrate what each idea could look like out in the wild.

Once we decided on the messaging and creative direction for the launch, our creative, strategy, and client success teams worked together to create a series of a deliverables and a plan for deployment. We decided that a mixture of traditional sales enablement tools and digital marketing tactics would give Cosasco the multi-channel support they needed to make the launch a success.

Deliverables we executed included:

• Website Landing Page
• Website Pop-Up
• Sales Sheet
• Digital Ads

The creative approach we landed on used both dark and light backgrounds to bring contrast with Cosasco’s existing visuals for other corrosion monitoring products, which featured mostly dark backgrounds. Since the launch had to appeal to markets outside of Cosasco’s core oil and gas audience, the visual differentiation helped solidify the uniqueness of the ÅirIQ product.

The visuals also incorporated an angular, all-caps sans serif typeface that lent a technological feel, along with other design elements reminiscent of data, which reflect both the capabilities of the ÅirIQ system and the data center environment that it is well suited for (among others). 

We began creating copy inspired by the idea of “invisible monsters,” threats lurking in the atmosphere just waiting to take down critical assets. We wove this concept into the content of the entire campaign, speaking to the way that ÅirIQ’s real-time data replaces uncertainty with confidence in controlled environments—making the unse

Results

Cosasco secured the first purchase order for ÅirIQ on the date of the product launch. In the three weeks that followed, they had sold 15 units, quoted over 40 units and had secured leads for 120 units. Three customers signed up for trials, and they were invited to speak at a few industry conferences about the product and its capabilities.

Protecting critical infrastructure from the harmful effects of corrosion keeps modern life as we know it up and running. After the momentum gained by this product launch, we’re continuing to work with Cosasco to refine their brand identity and reclaim their position as the go-to provider for corrosion monitoring solutions worldwide.

Equipping for Success

Banner Fire has been equipping first responders and firefighters with the tools they need to protect their communities for nearly four decades. Their 39,000-square-foot facility houses everything an emergency responder needs to get the job done safely, from parts and service to testing and inspections.

The team at Banner Fire had a vision: to be the Amazon for firefighters and first responders to make it as fast and easy for these community heroes to access the equipment they need to stay safe while saving lives. In order to do this, they sought to improve the e-commerce functionality on their website to better integrate with their ERP system. This would make their large inventory and newly expanded product offerings available to customers online, providing an easier buying experience and better access to their full suite of products.

The Project

Improving Automation to Save Time and Reduce Error Risk

Banner Fire warehouses approximately 8,000 products on any given day. To be effective, they needed to bring more automation to the integration between their ERP system and the e-commerce functionality on the website. Prior to this project, Banner Fire team members worked daily with the ERP to pull any information that had changed (prices, descriptions, titles, SKU numbers, manufacturer updates, etc.), and manually entered changes into the e-commerce platform, a time-consuming and error-prone process.

Enhancing Experiences

To reflect Banner Fire’s position as a market leader and align with their vision of becoming the Amazon for first responders, the UI/UX of the e-commerce functionality needed to be simplified and streamlined. We also saw the opportunity to enhance Banner Fire’s brand to better tell the story of the problems they solved every day for firefighters and first responders so that they could build deeper connections with their audience.

Understanding the Market

After leading our Winning Zone and persona workshops with Banner Fire and conducting independent research, we learned how decision-makers in the fire industry shop for equipment. Understanding this buyer’s journey allowed us to make better decisions in shaping the user flows and UI/UX of the Banner Fire website.

On the marketing side of the website, we also worked to flesh out the parts and services content and online experience. While parts and services were once viewed at Banner Fire as a separate branch, they have since been integrated with the organization as a whole, and we brought that integration to life with the website redesign and restructure.

Automating Processes for Accurate Lead Times

Working directly with Banner Fire’s ERP provider, we set up a system that would check for updates every night, and then push those changes to the e-commerce portion of the site. Now, any time a price, product description, SKU, or other product information changes, the site automatically shows the most up-to-date information for more accurate lead times. Some equipment used by first responders comes with long lead times, so having accurate lead times on the site helps Banner Fire customers make informed decisions and understand expectations for when products will arrive.

Updating the Look and Feel

Automated processes? Check. An easier, more navigable user experience? Check. From a back-end perspective, Banner Fire’s site saw an elevated presence that not only streamlined processes but presented information in a way that makes sense. But first impressions count, and we wanted to ensure their site’s look and feel complimented the functionality.

Banner Fire has always been a team that’s proud to serve those who serve their communities during emergency situations. With the website redesign, we incorporated cinematic imagery that captures the bravery and dedication of the firefights and first responders that Banner Fire supports. We also introduced a refreshed color palette that modernized the brand and allowed us to draw more attention to strategic calls to action.

Results

Before the launch of the new e-commerce-ERP integration, creating or updating a single product would take as long as 10 minutes for a Banner Fire team member. The more than 8,000 products Banner Fire offers would add up to nearly 1,300 hours of manual work! By creating an automated inventory process, Banner Fire’s website has provided approximately $200k in labor cost efficiencies, with that number growing as new products are added and updated.

Since the launch of the site, we’ve seen more meaningful user engagement. Pages per Session has increased by 4.08% and the Bounce Rate has declined by 10.53%.