ABB Labs New Marketing Strategy

ABB Optical Group

ABB Optical Group is a leading provider of optical products, services and business solutions in the eye care industry. Operating under three divisions, the company is focused on the future of eye care professionals, ensuring that they succeed by making practices more efficient and helping providers effectively navigate market changes. 

As one of the divisions of ABB Optical Group, the ABB Labs division of ABB Optical Group wanted to deploy new tactics and strategies to help generate greater awareness, revenue, and engagement with current and potential Labs customers, promoting their unique offerings and value propositions to the eye care market.

Services Provided
  • Marketing Research & Testing
  • Positioning Strategy
  • Messaging Strategy & Guidelines
  • Branded Campaign Strategy
  • Collateral & Branded Materials
  • Internal Communication Strategy
  • Media Planning & Buying
  • Digital Advertising
  • Social Media Strategy
  • Television Advertising
  • Radio Advertising
  • Environmental
  • Print Advertising
  • Sales Strategy
  • Awareness Campaigns
  • Email Campaigns
  • Explainer Videos

Origo focused the initiative on the key attributes and selling points of ABB Labs, highlighting the key pillars of why a current or potential eye care practitioner (ECP) should engage in their products and services. We conducted various exercises to determine the key tactics and selling points, and differentiate the communication approach for ABB Labs.

From this, we developed new marketing and sales tactics to support the communication efforts of ABB, which included updates to ABB’s website, Ceros platform, email templates, print and digital ads, a social media strategy, branded templates, an interactive digital catalog, and mission video.

Visit ABB Labs

With the launch of the new marketing and sales strategy of ABB Labs, Origo helped ABB convert leads into customers of ABB Labs, increasing sales and awareness for the ABB Labs division.    

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