SOFIDEL
New product positioning and strategy
Challenge
Paper is often viewed as a commodity purchase. Establishing and communicating compelling messaging was a challenge for both Sofidel sales team members, and within the communications program. The goal was to drive awareness for Sofidel’s BioTech toilet paper which helps to reduce toilet clogs.
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Strategy

Gather end user and buyer insights to establish the customer need and key message – and to demonstrate the value in investing in BioTech. Research included:

• Consumer survey around the impact of toilet clogs on brand perception

• Conduct survey at Seatrade, the world’s largest cruise industry tradeshow, targeting cruise line purchasing decision makers

• Conduct survey at NRA Show, the largest gathering of restaurant and food service professionals

• Conduct 800 telephone interviews with managers of top restaurant chains and independent restaurants on toilet paper spend and toilet clog frequency

• Partner with a reputation management software platform to analyze Yelp reviews of top restaurant brands to determine the frequency of complaints related to restrooms

• Develop sales collateral leveraging results

• Promote results to the industry and beyond through press releases and bylined articles

Results

The results were as follows:

• Developed key messages and power claims used across Sofidel collateral, sales presentations and external communications related to BioTech

• Secured media placements about the research and BioTech in consumer, cruise line, food service, hospitality and retail trade media

• Sample publications: Building Services Management, Cleaning & Maintenance Management, CleanLink, Modern Restaurant Management, Tire Review, FM Link, Convenience Store Decisions, Cruise Industry News, Green Lodging News, Healthcare Facilities Today, Facilities Management and more

• Coverage impressions: 500,000+

• Coverage value: $155,000