HOW DO YOU RAPIDLY GENERATE DEMAND FOR A PRODUCT LINE THAT IS FOREIGN
TO YOUR BRAND?

THE COMPANY CAN ESTABLISH ITSELF AND THE PRODUCT AS LEADING EDGE...

Challenge: To help Bystronic, a well-known Swiss manufacturer of metal processing systems, launch a new product line in North America.  For 25 years, Bystronic was synonymous with high quality laser and waterjet cutting machinery.  In deciding to offer customers metal bending systems, they were entering an already competitive market.  Inasmuch, our objective was to educate the market on new press brake technology as well as establish Bystronic as a leading supplier of innovative bending solutions and system software. 

Response: Rather than market all three press brake machines within Bystronic’s new product line, we focused our efforts on promoting the mid-level machine: the Beyeler PR.  We modified the system's name so that it would be easy to recognize and developed a tagline that spoke of benefits to the end-user.  Through strategically placed ads, editorial and technical articles, the machine soon generated a good share of buzz within the industry.  Within 18 months, Bystronic was recognized as a leading provider of press brake systems in North America.