All work
Case

Cobham

Lead generation through content marketing

Summary

Cobham Satcom, a leading technology and services innovator, needed to create preference for its maritime fire fighting radio. The strategy was to use content marketing to influence purchase specifications, with a campaign that centred around two core user missions: viewing hard-hitting video content and downloading a thought-leadership whitepaper.

In 12 weeks, the campaign created 1,300 indications of a strong intention to buy and a 32% surge in actual sales. Conversion rates across the marketing funnel far exceeded expectations with a campaign ROI of 850%.

About Cobham

Cobham is a world leader in satellite and radio communications equipment.

SAILOR, one of the company’s premium product brands, is known throughout the maritime industry for excellence in regulatory equipment. Its new SAILOR 3695 UHF Fire Fighter radio, an update of an existing radio, was developed specifically to take advantage of new opportunities created by a change in regulation.

Awards

Nominated for:
Best product launch campaign
Best lead generation or nurturing campaign

CBC
CBC
Challenge
New SOLAS Chapter II-2 regulations make it compulsory for vessels to adhere to new fire safety standards; a major component of which is a requirement to carry a set of firefighting radios that meet the new guidelines by a specific date. This equipment is mandatory, the only choice is the brand.

However, the guidelines leave room for ambiguity, meaning radio manufacturers can get away with relatively low spec products that “technically” comply but risk being ineffective in a real fire.

The SAILOR 3965 UHF Fire Fighter radio from Cobham goes beyond the baseline regulations to ensure vessels are not only compliant, but that crews are truly safe. Cobham needed to create awareness about the SOLAS deadline and create preference for their higher spec radio.
Solution
To combat low-cost rivals, a content marketing approach was employed. The strategy was to use Cobham’s thought leadership in regulatory equipment to influence purchase specifications.

This could be done by highlighting issues not clearly specified in the SOLAS regulations that could compromise safety, and by presenting features unique to SAILOR 3965 as the only viable solution to ensure crew safety.

Beyond competitive positioning, Cobham wanted to motivate its target audience to act now in advance of the new regulations coming in and break industry tradition of waiting until legal deadlines forced their hand.
Challenge Solution
New SOLAS Chapter II-2 regulations make it compulsory for vessels to adhere to new fire safety standards; a major component of which is a requirement to carry a set of firefighting radios that meet the new guidelines by a specific date. This equipment is mandatory, the only choice is the brand.

However, the guidelines leave room for ambiguity, meaning radio manufacturers can get away with relatively low spec products that “technically” comply but risk being ineffective in a real fire.

The SAILOR 3965 UHF Fire Fighter radio from Cobham goes beyond the baseline regulations to ensure vessels are not only compliant, but that crews are truly safe. Cobham needed to create awareness about the SOLAS deadline and create preference for their higher spec radio.
To combat low-cost rivals, a content marketing approach was employed. The strategy was to use Cobham’s thought leadership in regulatory equipment to influence purchase specifications.

This could be done by highlighting issues not clearly specified in the SOLAS regulations that could compromise safety, and by presenting features unique to SAILOR 3965 as the only viable solution to ensure crew safety.

Beyond competitive positioning, Cobham wanted to motivate its target audience to act now in advance of the new regulations coming in and break industry tradition of waiting until legal deadlines forced their hand.

Key deliverables

  • Creative campaign concepts
  • Marketing communications plans
  • Value proposition development
  • Print ads and direct mails
  • Social media content and promotion
  • Lead generation and nurturing
  • Landing pages and microsites
  • Films and animations
  • Sales literature and presentations
CBC
CBC

Prospects were driven to a user-friendly landing page, helping Cobham to drive further engagement and track visitor data.

CBC

Designed as ‘quick-shots’ for use on social media platforms, teaser animations communicated specific benefits of Cobham Satcom’s new firefighting radio.

CBC

The campaign was also featured prominently on Cobham’s Twitter feed.

CBC
CBC

A brochure was written and designed to help sales teams to promote the new product with key information and messages.