Challenge

Viega is the leading manufacturer of high-quality press fitting technology used in the plumbing industry. Adcom’s first challenge was to convince stubborn plumbing tradesmen to try out and invest in an innovative technology that would save them time and money. Then, once the industry accepted this new pressing technology as the standard, Adcom would continue to help differentiate Viega in an increasingly commoditized business while also penetrating new vertical markets.

Solution:

Through strategic partnerships and a digital-first marketing strategy, Adcom enabled Viega to reach and engage critical decision-makers. We created highly specialized messaging by niche industry to speak to these audiences and connect with them in the right places, whether it be through LinkedIn or their morning podcast. In addition, Adcom incorporated marketing automation and CRM to continue to educate and facilitate sales enablement using first-party data collected.

Results:

Adcom successfully generated acceptance of modern technology while maintaining critical market leadership through commoditization of the category and penetrating new markets successfully.