Saint-Gobain Performance Plastics (SGPPL) is a subsidiary of Saint-Gobain Corporation, one of the top 100 industrial companies in the world and a leading producer of construction products, flat glass, high-performance materials and packaging. When SGPPL’s Process Systems business unit decided to move from a product-centered approach to a market-driven business model, they called on ABI for strategic counsel and practical tactics to speed up the move.
The first step was to streamline the division’s communications processes through a platform that positioned the group as a solutions provider to target audiences in varying markets. The group’s target audience is made up of designers, engineers and high-level specifiers that face demanding applications, where safety and performance are critical. Under the platform of “Critical Connections Solutions,” SGPPL was positioned as problem solvers who could be called upon to enhance a customer’s performance, safety and, ultimately, brand assurance.
To leverage this new positioning, ABI conducted a series of training programs for marketing professionals at SGPPL, with the goal of aligning their forces with identified market trends to reach high-level specifiers. Through a combination of strategic messaging and practical exercises, the team was primed to identify the pain-points affecting key decision markers and offer solutions that would meet their needs.
To communicate the new positioning on a larger scale, ABI conducted a comprehensive media relations outreach program throughout the United States, Germany, France and the UK. This resulted in significant publicity in key trade publications around the world and a record number of leads for SGPPL’s sales force.
For Saint-Gobain Performance Plastics, a strategic mix of marketing public relations and training proved instrumental in opening doors above the purchasing level to reach key decision makers, resulting in a record sales year for the division.