“The Marketing Pod played a pivotal role in creating industry buzz about our new MB02 cable-slitting tool. By taking a strategic, multi-channel approach, the team ensured we promoted the product at all the key touchpoints throughout the customer journey. Best of all, they were great fun to work with too, which always makes a big difference. They were just as invested in the success of the MB02 as we were.”
Ripley Tools
Cutting through industry noise to launch new cable preparation tool
Ripley Tools is a leader in setting the industry standard for cable preparation solutions. Its pioneering approach to product design has helped develop innovative tools that help solve complex and everyday problems faced by linemen, cable engineers, technicians and installers.
The brief
To develop the new MB02 cable-cutting product, Ripley Tools worked in close collaboration with Openreach at Ripley Labs, its cutting-edge design and manufacturing facility. The brand invites OEMs, specifiers and fibre engineering teams to site to discuss how they can tackle the industry’s challenges head-on, developing solutions that overcome these demands.
Ripley Tools required a B2B marketing partner that could raise the profile of its new MB02 solution, with a key focus being on how the product can be uniquely customised to fit most cable sizes, with the brand on-hand to create tailored solutions for any other requirement. This was a key USP to gaining a competitive advantage.
The approach
Championing close collaboration
When working with The Marketing Pod, your goals become our goals. So, we extensively interviewed key stakeholders involved in the creation of the MB02, to understand every aspect about its benefits and the development process. We even journeyed to Ripley Labs as part of a trip to the US, to learn more about their approach when designing the latest cable prep solutions.
We also interviewed Openreach, the customer that Ripley Tools partnered with to develop the MB02, to understand their side of the story and produce a case study, adding credibility to comms around the product launch.
Mastering media relations
Tasked with launching the MB02 internationally, we devised a press release that would grab the attention of busy B2B editors and influencers, and defined a list of relevant trade titles to target. We also produced an informative case study, to demonstrate to customers how Ripley Tools goes the extra mile to solve industry challenges.
Having established a trusted relationship with B2B publications in the industrial sector over many years, we know editorial teams trust us to provide them with dynamic, informative and newsworthy content, which piques their readers’ curiosity and drives action for Ripley Tools.
Adopting a multi-channel approach
In addition to raising the profile of the MB02 with earned media, we needed to create a whole host of supporting collateral and content for Ripley Tools’ owned channels too.
From video content of the MB02 in action, distributed and boosted by paid support on social media channels and search engine marketing, to email marketing, roller banners for the business’ distributor network, and blog and product card content for the website, we ensured a truly multi-channel approach was taken to bringing this new solution to market.
The results
The announcement about the new MB02 and the case study with Openreach was covered by a range of influential media publications, including Optical Connections, Industrial News, Utility Products, Cabling Installation & Maintenance, and Contractor Supply Magazine.
Channels such as LinkedIn yielded 568 click-throughs via ads, while Google Display ads achieved 3,159 click-throughs, driving significant traffic to Ripley Tools’ MB02 webpage as a result.
Meanwhile, assets such as the roller banners made an impact at the business’ distributor sites, announcing the availability of the new product and giving Ripley the competitive edge.
Openreach was covered by a range of influential media publications
568
click-throughs via ads
3,159
Google Display ads
