'Elastopipe - Clearly Flow Assured' for Trelleborg Offshore by IAS B2B Marketing

The client company
Trelleborg Offshore develops and produces polymer and syntactic foam based products.
They are market leaders in the offshore oil and gas industry.

Strategy
Trelleborg Offshore had previously relied on reactive methods, mainly a website and brochureware to support its marketing and sales activity. Like many engineering companies, its messages were technical and complex. Trelleborg Offshore were not communicating the product's benefits and failed to achieve volume sales.

Elastopipe had been developed for offshore platform fire deluge systems. It is a unique and innovative product made from flexible synthetic rubber, a better and safer alternative to traditional piping systems made of metal or glass fibre.

The Elastopipe product was developed and introduced to the market over ten years ago in the aftermath of the Piper Alpha disaster. This terrible event proved hard piping to be inadequate, but the price of Elastopipe was still considered too high. On top of this, most piping engineers were reluctant to adopt a new technology. The challenge was to launch the product and educate a hard to reach global and mobile audience with segmented messages.