Manufacturing / Logistics
Red Head Tapcon+
Tapcon+ never left ITW's lineup. It just stopped showing up in commercial construction
Tapcon+ wasn’t new. Red Head had sold the line in the commercial construction market years earlier, then stepped away while ITW’s residential and remodel group continued selling it.
The commercial reintroduction targeted data center contractors who anchor racking and cable tray into slab, maintenance, repair and operations (MRO) teams who fasten conveyors and machinery to shop floors, and spec engineers who decide what to include in a submittal. Red Head hadn’t marketed Tapcon+ to these audiences in years. The technical story was already written, but Red Head still needed proof points for these audiences.
Challenges
1.
The product had recognition, but not with these buyers.
Residential and remodel buyers already knew the line well. The relaunch had to introduce Tapcon+ to commercial and industrial buyers.
2.
1 set of specs had to serve 3 buying contexts.
The same product specifications offered different benefits to each audience.
3.
Existing photography showed the wrong jobsites.
Every image for the product had been shot for residential and remodel applications. Nothing depicted a data center floor or a plant retrofit, and there was no shoot in the schedule.
Solution
We started with the client’s background materials and creative brief, identifying product differentiators. We separated category benefits from claims specific to Tapcon+. Installation speed is a category benefit for screw anchors, so it couldn’t distinguish Tapcon+ from other screw anchors. The product offered other selling points, including U.S. manufacturing and a broad range of sizes. Paired with Trubolt, Tapcon+ covers all 16 available sizes and gives specifiers a single-source Red Head solution.
We used that positioning to develop the brochure first. The brochure covered applications, comparisons and specification details and provided source material for the rest of the launch. A competitive matrix flyer compared Tapcon+ with competing products, while trade show and distributor materials reached MRO buyers, and LinkedIn and web graphics extended the campaign online.
We also created audience-specific email campaigns that emphasized downtime, retrofit conditions and serviceability for distributor and MRO audiences and spacing allowances, edge distance and documentation for spec engineers. The brochure and email campaign pointed to a gated competitive matrix, with a submittal package available as a direct download for engineers who needed paperwork more than persuasion.
For campaign imagery, we art directed AI-assisted photography that put the product in data centers and industrial environments.
Results
1.
1 brochure supplied content for the full launch.
The brochure provided source material for a dozen additional pieces, including a flyer, banner stand, countermat, postcard, header card, social graphics, web headers and email.
2.
3 audiences received messaging written for their priorities.
The campaign emphasized schedule protection for data center crews, uptime for facility teams and defensibility for specifiers.
3.
A launch-wide image library without a photo shoot.
AI-assisted art direction produced a launch-wide library of Tapcon+ images in data center and industrial environments within days.