Highlights:
A positioning “story” for a proprietary technical capability
LMI is a leading global provider of vision sensor technology for original equipment manufacturers (OEMs) and system integrators. LMI serves multiple markets – LMI sensors are used in many diverse applications wherever vision sensor technology will reduce cost, improve quality, or increase yield. LMI has used Hale! Marketing’s services for a wide range of strategic and tactical marketing activities.
A review of positioning is a frequent, fundamental component of the initial work we perform when a new project is started. Clear positioning drives the resulting project execution – whether that is communicating using text, graphics, the tactics used, or the environment we design for the prospect to experience. If necessary, we recommend reworking or enhancing positioning to more closely reflect the offer, to communicate more effectively, or to differentiate from the competition. (See our articles on this topic.)
LMI had previously used our services for positioning a new product line and several individual products. In this case, LMI was faced with the problem of establishing a “story” around their unique technical capability that allowed them to rapidly design and develop sensors. This proprietary capability, called Firesync, allowed them to quickly incorporate new design requirements from a customer and rapidly deploy them in a sensor prototype. We worked through our positioning process and developed specific key text to communicate the benefits and capabilities of Firesync. These were then deployed in communication materials such as a new brochure, which also used a visual to portray the rapid development process.
