Metl-Span Launches Industry Changing Product Integrated Campaign
CLIENT
As a pioneer in insulated metal panel development for over 40 years, Metl-Span is dedicated to manufacturing and marketing increasingly innovative insulated building panel products. Serving the commercial, industrial and cold storage industries, the company provides energy efficient and cost-effective insulated roof and wall panels, which have been installed throughout the world.
SITUATION
One of Metl-Span's newest products is a 3-inch insulated metal panel, specially designed for high-profile horizontal applications. Unlike traditional metal panels, this new product was designed to go outside the structural supports, creating a continuous barrier for maximum thermal efficiency with no compressed insulation or thermal bridges. Metl-Span approached Function: during the early stages of product development to come up with a comprehensive product launch campaign.
RESULTS
The first step in the launch campaign was to develop a product name. Function: worked with Metl-Span on several options and ultimately the product was named INNOVA3, to represent its innovation and unique 3-inch depth. Once the name was approved, Function: developed an integrated launch plan that included targeted messaging, print and online advertising, a product sales sheet, eBlasts, a dedicated microsite and public relations efforts. Each aspect of the launch campaign was created to integrate overall messaging aimed at the target audience of architects, contractors and facility managers. Messaging focused on the new width of the product as the industry standard compared to market offerings, and the overall performance benefits of this unique size and structure.
As a specialized agency Function: understands the industry and is able to develop strategy that truly speaks to the target audience. Our integrated approach allows us to take a multi-lateral approach to reach multiple audiences, from editors to distributors, with one unified message. During the INNOVA3 launch marketing, public relations and advertising were all tied together to show the many features of Metl-Span’s new product and how that product fits in with the company’s existing product portfolio. The results are still coming in, but to-date Metl-Span has received positive feedback from its advertisements and conducted seven one-on-one meetings with top-level editors during May’s AIA National Conference and Design Exposition.
