tesa tape

B2B Advertising and Marketing

As one of the world’s best-known manufacturers of adhesive solutions, tesa supports a wide range of industrial, professional, and consumer applications. Here in the U.S., however, the company has a purely B2B focus – and lacks the strong name recognition it enjoys in Europe. To change that, tesa North America has worked with birdsong gregory as their agency of record for the past three years.

Challenges

  • In market segments like automotive, building, and printing, tesa competes against a larger, entrenched competitor.
  • In a commoditized market place (adhesive solutions), the actual product (tape) doesn’t provide a strong point of differentiation.
  • End-users often aren’t the ones who actually choose the adhesive solution provider. The sales funnel has many layers.

insights

tesa does more than just sell tape. They offer a high level of technical expertise and process optimization.

tesa’s responsive, hands-on sales team provides a significant competitive advantage to customers.

The tesa global R&D team leads the world in adhesive innovations, filing about 70 new patents each year.

strategy

To capture attention in a tough B2B marketplace by building awareness of tesa's process expertise and industry knowledge – and the value this adds to customers.

solution

We shifted the discussion from the products themselves to the people who sell and use tesa. Then we delivered that POD in a consistent, memorable way down three distinct market segments and across all relevant touchpoints. In addition to ad campaigns in trade publications, our marketing plan included direct mail, social media content, and a family of sales collateral for use in the field and at trade shows.

services

  • Research and Strategy
  • Print Advertising
  • Digital Advertising
  • Trade Show Design
  • Content Marketing
  • Direct Mail
  • Media Planning
  • Media Buying