Insulation failure accounts for over 90 percent of forced outages in industrial electrical equipment, including switchgear, motors and generators. Forced outages in process industries like pharmaceuticals, oil and gas, and steel production can exceed $1M per day. Therefore, the ability to predict potential outages is critical. The customary (and state-of-the-art) preventive solution was to send a technician to a site, lugging $50K of equipment to manually check equipment, annually. It remains an expensive and time-consuming process.
Cutler-Hammer’s Predictive Diagnostics Unit, however, developed a family of sensors and continuously-operating monitors that could be installed, and left on site to monitor the precursor of these equipment failures (arcs and sparks). The data could be viewed in real-time via PC. The unit would also warn of a pending failure by sending a signal to on site engineers. The new equipment was effective and more cost efficient than the previous art and helped increase overall up time by reducing unnecessary planned outages.
One of the greatest challenges was overcoming the sales force skepticism of the solution, given limited exposure to and understanding of its highly technical nature. To them, it was “black magic.”
The assignment was to develop and execute the marketing plan; increase the sales force’ focus on and belief in the new product line; and double overall sales in one fiscal year. The highly technical products/solutions needed to be “sold.” Thus, product and sales training for the sales force, as well as the provision of sales tools, would be essential. The limited budget allowed for both “push” and “pull” marketing campaigns.
A pull- and push-marketing communications campaign, leveraging a formal marketing plan and creative brief, engaged personnel and got them in the habit of presenting the product line to end customers, even after the sales incentive portion of the program was withdrawn. The initial and residual benefits of the incentive program and campaign resulted in the business unit doubling sales in one year.