Lead generation through content marketing

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.