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Gearing Up

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Objective:

To regain leadership ranking, and transition to a new global role.

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Strategy:

The QuestionMarketing® discovery process told us that Southern Mills held dozens of patents for good reason. So the strategy followed: position as the most trusted name in protective fabrics with end-users.

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Execution:

Firefighters don’t see themselves as heroes. Their no-nonsense, professional perspective set the tone, and creative followed through with “Walking Into Hell Is Your Job. Making Sure You Walk Out Is Ours.” The concept was extended to a new website, magazine ads, collateral materials, technical bulletins, trade shows, hangtags and videos.

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Dramatic increase in sales

expanded product lines, including multi-million $ U.S. Military combat fabrics contracts. Southern Mills grew to be the world’s number one producer of protective fabrics when acquired by Tencate.

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