Channel Communications

Client:
Honeywell International

Situation:
Honeywell's Spectra® Performance Materials business entered the law enforcement market for ballistic armor materials long after DuPont had established its Kevlar material as the de facto market leader.

Solution:
JMC introduced a program to provide co-op marketing to fabricators and manufacturers as an "added value." We assisted small companies in delivering high-level marketing communications featuring Spectra fiber-based products in order to build market share, brand and loyalty. Focus was also directed at developing relationships with law enforcement to allow the company and brand name to be recognized by the officers who specify and buy body armor. Direct relationships were also established with regulators within the Department of Justice's National Institute of Justice, which sets body armor standards and performance criteria. This helped Honeywell play a role in the formulation of those standards. To see some of the tactical executions, click on the images below.

Tactics:

• PR
• Advertising
• Sales promotion
• Educational forums
• Telemarketing
• International communications

Results:
Spectra experienced significant sales growth, from a few percent to a large share of market, due in part to sending a message to the law enforcement community that the product makes a difference in performance. In what has now become a four-way race for market share, Spectra is not only holding their own, but growing in the market place for armor.

Comment:
One area of JMC's expertise is looking at the supply chain, the value chain and the distribution channel. Too many companies know too little about who the members are and how they work in these channels. In the current economy, working with these members can make a substantial difference in sales to the ultimate customer, while providing feedback that can enhance product development.