When you re an authority, act like it. A brand positioning solution for Tyco Fire Suppression & Building Products. CLIENT STORY Client: Tyco Fire Suppression & Building Products Project: Liquid Natural Gas Symposium Category: Thought Leadership
THEIR CHALLENGE: Tyco Fire Suppression & Building Products had been an innovator in fire safety for liquefied natural gas facilities for 30 years. Now they were ready to step up to become a more visible, vocal leader in the controversial industry. HOW WE HELPED: Imaginasium helped develop a three-day symposium, The Next Chapter of LNG Fire Protection to provided industry movers and shakers to a first-time exchange of information, which also clearly featured the strengths and experience of Tyco Fire Suppression & Building Products. HOW IT PERFORMED: Symposium attended by more than 70 experts from eight countries New product sales exceeded total cost of event Symposium contacts led to long-term relationships
Seizing an opportunity to lead. Tyco Fire Suppression & Building Products had the experience and knowledge but lacked the high-profile perception as an industry leader. To say that liquefied natural gas (LNG) is a sensitive subject in our nation s coastal communities would be an understatement. Political hot button is more accurate. To some, LNG sparks thoughts of unsightly terminals, pipeline explosions, and tons of greenhouse gases. The touchy subject of LNG requires education both for the public and within the industry itself. Tyco Fire Suppression & Building Products, an innovator of LNG fire suppression solutions for 30 years, was ready to step up visibility and take the safety leadership role. And, because LNG is on the developmental fast track, do it quickly. With U.S. energy demand skyrocketing, new governmental polices have opened the door for more LNG importation, which means additional offshore terminals. In the next 5 to 8 years, up to 26 facilities will be installed, and each must be equipped with adequate fire suppression systems. To capitalize on this limited window of opportunity, Tyco Fire Suppression & Building Products asked Imaginasium to guide them in developing and hosting a three-day symposium, The Next Chapter of LNG Fire Protection. Client Story Tyco Fire Suppression & Building Products Liquid Natural Gas Symposium Thought Leadership 2
A SHIFT IN THOUGHT To be perceived as the LNG industry leader, Tyco Fire Suppression & Building Products required a thought shift from a fire suppression equipment expert to a true problem-solver. Having decades of experience and numerous product innovations, Tyco Fire Suppression & Building Products was already providing LNG fire suppression solutions. They just needed to say so clearly and confidently. A three-day symposium an open dialogue with experts sharing challenges and opportunities within the LNG industry, along with handson demonstrations using the latest fire suppression technology was aggressively scheduled just six months from initiating the project with Imaginasium. The subject of LNG required education both for the public and within the industry itself. And our efforts helped Tyco establish themselves as the expert to provide that information. 3 Client Story Tyco Fire Suppression & Building Products Liquid Natural Gas Symposium Thought Leadership
SHAPING THE EVENT In order to attract the level of expertise necessary to make the symposium a success, Imaginasium had to get as close to becoming experts as possible. After thorough Internet searches, trade show visits, industry pub scrutinizing, and online blog reading, Imaginasium compiled a select invite list of industry influencers. In addition, the firm arranged relevant speakers industry experts who would add fresh information and spark discussion. A three-dimensional invitation resembling a book was sent to select list of recipients and media Imaginasium titled the symposium The Next Chapter of LNG Fire Protection and created a threedimensional invitation resembling a book. This look and feel was mirrored in all symposium materials. A media kit alerted industry publications and local and state media. Carefully crafted statements drove a press conference held by Tyco Fire Suppression & Building Products uppermanagement. And, taped segments of the symposium were edited down to video news releases and distributed via the national website PR NewsWire. Client Story Tyco Fire Suppression & Building Products Liquid Natural Gas Symposium Thought Leadership 4
THE RESULTS Over 70 experts from eight countries attended the symposium impressive for a first-time event. Tyco Fire Suppression & Building Products surpassed its goals in every way, including selling enough product to pay for the symposium before the event was over. That success led to another symposium in 2007; for the alternative fuels industry, another key Tyco Fire Suppression & Building Products target market. Buzz from the symposium generated a 2,100-word article in the National Fire Protection Association Journal. Sometimes aligning your brand takes creative thinking and unconventional tactics. Tyco Fire Suppression & Building Products had the vision and trusted Imaginasium to deliver on every critical step. And, along the way, a lesson was learned: When you re the leader in your industry and have superior knowledge, act like it. Your customers will respond. To discuss your unique needs, contact Melinda Morella-Olson, Business Development Specialist at 800-820-4624, or mmorella@imaginasium.com 5 Client Story Tyco Fire Suppression & Building Products Liquid Natural Gas Symposium Thought Leadership
After the symposium, print advertising reinforced Tyco s position as the leader in LNG fire suppression. Taped segments of the symposium were edited down to video press releases and distributed via the national website PR NewsWire. Client Story Tyco Fire Suppression & Building Products Liquid Natural Gas Symposium Thought Leadership 6
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