American Association of Automatic Door Manufacturers


Integrated Marketing Communications Program

Situation:       The American Association of Automatic Door Manufacturers (AAADM) Board decided that their association required a marketing communications program to grow sales of automatic pedestrian doors in America.

Objective:     
1. Develop a comprehensive program designed to increase door sales.
2. Implement this program with a modest budget in a manner that maximized return on investment.

Strategy:
1. Conduct a major research study that included secondary research to establish the worldwide potential for automatic doors and compared it to America’s potential.  Primary research was conducted among consumers to establish their preference for automatic doors.  Additional research was conducted among the architectural, retail, colleges/universities and restaurants/hospitality market places.
2. Research findings drove message creation and the development of a marketing communications program.

Execution:       After research findings and recommendations were shared with AAADM Board, a comprehensive marketing communications plan was approved and implemented.  The essential elements of the plan included media relations featuring the findings from the research, a white paper based on research findings, a one-page advertisement in ARCHITECTURAL RECORD (designated by all audiences as the #1 medium to reach them), a four-color catalog featuring the reasons to purchase automatic doors and a mass release program focusing on each target market. 

Results:       AAADM received cover exposure in CONSTRUCTION SPECIFIER and SCHOOL            CONSTRUCTION NEWS.  A five-page, four-color article featuring the charts from the AAADM research appeared in DOORS AND HARDWARE. A major article is scheduled for CHAIN STORE AGE. These major placements – all appearing within eight months of receiving the approved program-along with the research, five ads in ARCHITECTURAL RECORD, print literature and mass releases have helped the AAADM members grow their businesses significantly.

Crisis Communications and Public Awareness

Objective:       Inform public that daily inspection is the key to safe operation of automatic doors.

Strategy:       Use public relations techniques as part of an integrated public awareness campaign.

Execution:       Wrote and placed twelve articles in key trade journals, upgraded Web site and created a media kit with B-Roll and FAQs.  These materials diffused media’s negative treatment of automatic doors. Also conducted crisis media training to prepare spokespersons for media contacts. 

Results:       Diffused negative media coverage and improved safe operation of automatic doors in America.

 




 

 

 
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