thermal fluid solutions - fig · thermal fluid solutions ... its pioneering reconditioning...

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Thermal Fluid Solutions Thermal Fluid Solutions provides a complete range of thermal fluids, system support and maintenance services that reduce the cost and inconvenience associated with replacing degraded thermal fluids in processing systems. HTFluidfit, its pioneering reconditioning solution, extends fluid life by at least 10 times and saves up to 70% of thermal fluid costs. As strong growth started to level off, Thermal Fluid Solutions knew it needed to be doing more targeted, proactive marketing. In addition, site engineers had noticed customers using other suppliers for services which Thermal Fluid Solutions also offered – like thermal oil sampling and analysis. Lacking marketing resource within the business, Thermal Fluid Solutions wanted to work with an agency that could quickly get to grips with the technical nature of the business and help it communicate more effectively with both existing and potential customers. Challenge 01457 857111 hello@fig.agency 172-174 High Street West, Glossop, Derbyshire SK13 8ER www.fig.agency MARKETING PARTNER “FIG have expertise in every area we need but it’s been their strategic thinking that’s really made a difference to our business.” Andrew Woodward, Business Development Director

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Page 1: Thermal Fluid Solutions - FIG · Thermal Fluid Solutions ... its pioneering reconditioning solution, extends fluid life by at least 10 ... plant engineering, hazardous engineering

Thermal Fluid Solutions

Thermal Fluid Solutions provides a complete range of thermal fluids, system support and maintenance services that reduce the cost and inconvenience associated with replacing degraded thermal fluids in processing systems. HTFluidfit, its pioneering reconditioning solution, extends fluid life by at least 10 times and saves up to 70% of thermal fluid costs.

As strong growth started to level off, Thermal Fluid Solutions knew it needed to be doing more targeted, proactive marketing. In addition, site engineers had noticed customers using other suppliers for services which Thermal Fluid Solutions also offered – like thermal oil sampling and analysis.

Lacking marketing resource within the business, Thermal Fluid Solutions wanted to work with an agency that could quickly get to grips with the technical nature of the business and help it communicate more effectively with both existing and potential customers.

Challenge

01457 857111 [email protected] 172-174 High Street West, Glossop, Derbyshire SK13 8ER www.fig.agency

MARKETING PARTNER

“FIG have expertise in every area we need but it’s been their strategic thinking that’s really made a difference to our business.”

Andrew Woodward, Business Development Director

Page 2: Thermal Fluid Solutions - FIG · Thermal Fluid Solutions ... its pioneering reconditioning solution, extends fluid life by at least 10 ... plant engineering, hazardous engineering

Thermal Fluid Solutions chose to work with FIG because of the team’s experience of technical B2B clients businesses the creative, design and digital services it offered under one roof and the belief the team inspired from the outset. FIG’s Marketing Partner Programme, which provides strategic marketing advice and a full and flexible range of marketing services, was the perfect solution.

What FIG did:

Brand positioning & messaging

FIG identified a number of services Thermal Fluid Solutions offers that sets it apart but which weren’t being communicated to customers, for example helping customers manage risk, save on insurance and comply with workplace health and safety standards.

In order to capitalise on this unique offering, FIG recommend the creation of the Professional Accreditation Compliance Team (PACT) and the PACT Partner Programme - a contractual arrangement through which Thermal Fluid Solutions works with customers to identify and manage the risks and compliance issues associated with the thermal oil systems. FIG identified all Thermal Fluid Solutions key differentiators and organised them into a series of messaging and benefit statements which are now used consistently and extensively across all marketing collateral.

Raising awareness

PR: FIG’s communication experts launched a comprehensive PR campaign across the food processing, plant engineering, hazardous engineering and health and safety industries. In less than six months, authoritative pieces were featuring across a range of trade publications including Engineering Maintenance Solutions, International Power Engineer and Health and Safety Matters.

Emailshot: FIG implemented a comprehensive emailshot strategy that blends technical information, news stories, product updates and sales promotions to improve engagement with Thermal Fluid Solutions customers and generate sales.

New product launch

When Thermal Fluid Solutions launched TFS Magma Ultima (which has a very high original Closed Cup Flash Point for longer, safer equipment life) FIG provided supporting PR and the eye-catching ‘Engineered to be the best’ advertising campaign for trade press.

Marketing collateral

FIG’s design team revitalised all Thermal Fluid Solutions’ marketing collateral to incorporate a brighter, stronger logo and all key messaging.

MARKETING PARTNER

01457 857111 [email protected] 172-174 High Street West, Glossop, Derbyshire SK13 8ER www.fig.agency

Since joining FIG’s Marketing Partner Programme, Thermal Fluid Solutions has seen a return to strong growth and has expanded its team.

Says Business Development Director Andrew Woodward:

“We’re now talking about our products and services with much more confidence and customers are really responding to that. Several of our global customers have mentioned how much they like our emailshots which they find useful and informative.”

A specific emailshot advertising discounted oils has led to significant sales.

The trade coverage FIG has achieved for Thermal Fluid Solutions has enhanced its profile and credibility with its key audience and given its brand identity a more confident, professional feel. The management team now has a clear idea of where the business needs to be and how it can get there with FIG’s support.

Says Managing Director Richard Franklin:

“We really do think of FIG as our outsourced marketing department. Their confidence in us has really rubbed off and we’re all extremely excited about what we can achieve together in future.”

Benefits

Solution