Volvo Penta — Brand building in new segments
Working with original equipment manufacturers, naval architects, shipyards and boat builders, Volvo Penta supplies off-road engines for industrial equipment; power generation engines for marine and industrial gensets; and propulsion systems for commercial and leisure boats. Based in Gothenburg, Sweden, the company has production and assembly facilities in Sweden, China and the US.
Volvo Penta is best known for producing yacht engines, but as growth in the industrial segment has become a higher priority in recent years, the company realized it would need to generate greater awareness within the market of its power generation and off-road engines. As it has done so, the company has recognized that coverage in the trade press is a necessary step toward increasing recognition, reputation, revenue and market share.
SE10 began a campaign to regularly distribute press releases and feature stories about Volvo Penta’s products, projects and satisfied customers to a list of strategically targeted trade journalists — who subsequently published those stories in a variety of globally recognized construction, power generation, agriculture, forestry, mining and quarrying, and diesel engine magazines and websites. SE10 further raised the company’s profile in the trade press by providing comprehensive press kits for industrial trade shows, as well as press conference support.
By embedding an account manager at Volvo Penta headquarters in Gothenburg for three months, SE10 gained an intimate understanding of the company’s culture, product lines and working environment — as well as its communications needs. SE10 continues to work closely with Gothenburg and the company’s regional offices worldwide.
Volvo Penta’s industrial segment believes that better visibility in the trade press has led (along with other factors) to greater success in prospecting for new customers. And as the industrial segment began seeing results, SE10 quickly expanded its business to include external communications for Volvo Penta’s marine leisure and marine commercial segments — as well as the entire company’s internal communications.