We helped one of the world’s global leaders in high-performance alloys for aerospace better target energy industry buyers—and grow their business along the way.
Our challenge was to package PCC’s energy offerings as an industry-specific business unit, communicate a thought leadership position and then generate new business leads (despite a less-than-vibrant upstream oil and gas market). Buyers included metallurgists, engineers, project managers and others in upstream oil and gas or power generation operating companies.
The Masters of Metal campaign showcased them as the “rock stars of high-performance industrial alloys.” The campaign experience included tradeshows with lectures by rock star subject matter experts, videos, giveaways featuring the autographed guitars of rock celebrities, and a humble-but-energizing presentation of the client’s ability to support buyer operations.
Across the yearlong campaign we branded, positioned and promoted PCC Energy Group—taking them from behind the scenes to center stage. Hundreds of potential buyers and decision-makers attended Masters of Metal lecture presentations, and their business unit’s website garnered 70,000+ new (and better-qualified) visitors. An estimated 200+ new leads were generated for the new “PCC Energy Group.”