Marketing Spin

To set up a good marketing strategy we needed to point out positive points of the product. We came up with a slogan describing the character of the company and their products. We decided for a bit different and unique approach which will give our client an advantage on the market.

Synergy of engineering, design and marketing is a start point for the marketing and sales department
Marketing strategy is based on the characteristics of the product. We build the story on the technical advantages.

We suggested to follow thee basic steps:

1. Uniform market approach for all products. This will increases the recognition of the company. Graphic design, color schemes, slogan and logo should give a clear massage to the customers.
2. Products should have an appealing design, even if the task they perform is not so design dependent. Graphics, and color add a final touch to the story. These are psychological factors which will increase the price premium index.
3. Best possible quality of the product.

Slogan
When entering the global market a slogan in English is a must. It is based on our client's company name - RAF. We came with an idea:

"Do tough stuff with RAF"

To explain the slogan we have to put ourselves in the shoes of the people who will buy construction machines. Typical customer is a male construction machine operator, who identifies with the power of their tools. They do tough stuff, lifting tons of material. So the logical solution was the message to them - "do tough stuff with our products, do tough stuff with RAF!"

Color scheme and graphical design
We tweaked the graphics to emphasize the strong points of the products. In case of the grabber we come up with a clamp like pattern which tells about the strong grip it can produce.
In case of a sweeper we wanted to show cooling ports like on a race car making it a bit flashy but not too much. Both actions make a products more recognizable.

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