BOC: How turning customers into heroes restored pride (and profit) in a B2B giant.
Over a two year period, BOC, the market leader in commercial gas, had been rapidly losing market share in their accessory business to the big-box DIY stores.
Qualitative research uncovered that while gas professionals believed the BOC brand was the industry leader, price parity diminished their perception of their equipment.
By reminding our audience that BOC only stock professional grade equipment, we positioned BOC as the only destination for gas professionals, unless, of course, you wanted to shop with the weekend DIY amateurs. Over the six-month campaign, sales began growing month-on-month by over 8%, and loyalty programs increased membership by 35%.
Biographical case studies highlighting the working lives of specialists.