How do we introduce a competitive product in an emerging industry?

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Client: Airgas AiRx

With new federal guidelines in place for SCR-equipped engines, Airgas was looking to introduce a new diesel exhaust fluid (DEF) called AiRx. Airgas already runs the nation’s 19th-largest truck fleet, so keeping diesels on the road was familiar territory. The company contacted MLT Creative to plan and introduce a strategic national program geared toward a specific constituency: fuel and lubricant distributors.

Fuel and lubricant distributors have productive relationships with truck fleet organizations, many of which had not yet heard about the new federal guidelines, let alone made plans with a DEF distributor. Therefore, a first-level task was to build awareness of the DEF mandate (as well as the AiRx DEF brand), and to establish Airgas as a credible, dependable source. This paved the way for introducing a quality co-op marketing program, which allowed the new distributor network to actively market DEF – and the AiRx DEF product – to fleet customers and prospects.

This aggressive, collaborative approach won quick contracts, and brought AiRx to the marketplace both quickly and efficiently. The co-op program included customizable product sheets, FAQs, advertisements, POS materials and postcards – an investment that continues to drive new relationships. This effort has also paved the way for more widespread distribution of AiRx, both through retail locations and specialty contracts.