Genesis, a well-recognized and respected producer of low-voltage cable, had built a reputation for its high-quality products. The brand, however, was continuously threatened by inferior low-cost products from competitors encroaching on their market share. Genesis turned to Trefoil to rebrand the product line. Trefoil’s new end-to-end marketing strategy evolved cable from a commodity product to a critical investment. By choosing Genesis, buyers would minimize their risk and optimize their systems’ connectivity and ROI.
Strategic Support for Multi-Tiered Sales and Distribution
For a cost-driven industry like cable, effective messaging and marketing strategies hold tremendous importance in driving differentiation. To advance Genesis’ leadership in the low-voltage category, a new brand platform with messaging that cements the value and importance of high-quality cable is coupled with strong visual design.
Leveraging this foundation, sales teams and channel partners are now equipped with tools and educational resources to open conversations with customers across key industry sectors in North America. A multichannel marketing program – that includes digital engagement strategies – is being designed to grow awareness and drive new interest from customers who value the criticality of cable in today’s increasingly connected world.
Trefoil’s strategic marketing empowers a global sales team and multi-tier distribution network to sell Genesis and advance perceptions of brand and product value.
