Dow Microbial Control

Marketing Challenge

While Dow Biocides was known as a stable company, they also were perceived as just one of the many many businesses within the industry giant Dow Chemical Company. Having recently acquired ANGUS Chemical Company, a small business with a reputation for great service, one of the first steps this new venture undertook was to ask Chempetitive Group to develop a campaign that would reflect their market leadership and friendly service.

Our Approach

Before beginning the strategy and campaign development process, we conducted informal research with several of our industry contacts and found that much of the market felt alienated by Dow. Research revealed that customers loved ANGUS service, but had some concerns over the size of the new company.

We developed a campaign that clearly positioned Dow Biocides as the market leader, while at the same time humanizing the company. The campaign features real Dow employees along with working phone numbers and email addresses to make them accessible to all customers. We invited anyone to "ask us" and get a real person, and a real answer.

Results

The campaign is working. Dow Biocides is being perceived as an open accessible service-oriented company, as well as an industry leader. More important, the company continues to record significant growth. The campaign has also been very instrumental in recruiting top talent. When the campaign began, Dow Biocides had secured 7 of the top 24 microbiologists in the world. Now, 3 years later, they employ 13 – almost doubling their talent pool to support the development of new chemistry for their customers.