Wesley Day Advertising

How often should you change strategy?

Conventional wisdom extols maintaining a consistent message in the marketplace. Wesley Day Advertising knows there are times to break – and rebreak – the rules.

SITUATION:

Aerotech specialized in livestock ventilation equipment in a market dominated by larger companies selling a full line of building components. Aerotech enjoyed a technological advantage as confirmed by independent tests.

STRATEGY:

Promote fan performance and efficiency (A. – at right).

RESULTS:

In little more than a year, the competition copied the fan design and reached performance parity.

NEW STRATEGY:

Promote the many benefits of an Aerotech system (B – at right).

ETC.:

The competition then tried competing on price for just the fan portion of the system. We countered by promoting the value of an integrated Aerotech system (C – at right).

When the competition picked up on this, we raised the ante by promoting the value of Aerotech's system expertise, system guarantee, and lifetime fan warranty (D – at right).

During this time Aerotech enjoyed steady sales increases of 20 percent per year in an otherwise flat market.

Note: Aerotech, Inc., has since been sold and the new owners are pursuing their own strategy.