ABB Canada Brand Launch Strategy

ABB Optical Group

ABB Optical Group is a leading provider of optical products, services and business solutions in the eye care industry. They operate through the three business pillars: ABB Contact Lens, ABB Labs and ABB Business Solutions, all of which are 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 part of ABB Optical Group’s expansion into the Canadian market, the leadership team of ABB Canada partnered with Origo to expand their efforts. This included evolved brand tactics, sales materials, and educational assets to grow marketing efforts to eye care practitioners (ECPs) and manufacturers.

Services Provided
  • Marketing Research & Testing
  • Brand Strategy & Concepts
  • Positioning Strategy
  • Messaging Strategy & Guidelines
  • Logo Design
  • Collateral & Branded Materials
  • Internal Communication Strategy
  • Social Media Strategy
  • Digital Advertising
  • Print Advertising
  • Sales Strategy
  • Awareness Campaigns
  • Email Campaigns
  • Direct Marketing
  • Explainer Videos
  • Copywriting & Messaging
  • Tradeshow Design & Strategy

To kickoff the process, Origo conducted working meetings, a questionnaire, and audit of the strategic documents, information, and research around the Canadian market, as well as ABB’s plans for their initial launch and offerings. From the findings, Origo create messaging and positioning strategies to help guide the development of the new value proposition for ABB Optical Group in Canada, as well as the overall campaign theme.

From the research exercises, Origo developed and tested campaign concepts, which led to the overall strategy, titled A Fresh Perspective. This new campaign approach was applied to new sales materials to help further promote the brand’s benefits and solutions to Contact Lens Manufacturers and ECPs in the Canadian market, including a Value of Distribution (VOD) Sales Aid for ECPs, a VOD Sales Aid For Manufacturers, and an ABB Analyze Canada Sales Aid. We helped create greater awareness of the single-source distribution services and the collective buying network available to ECPs in Canada.

With the creation of cohesive and engaging sales and marketing materials, ABB was able to position itself as a market innovator by educating its audiences on a new business model and the advantages of a single source distribution standard.

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