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SOURCE Freudenberg Sealing Technologies
Soccer-themed promotion builds customer relations program in Brazil
PLYMOUTH, Mich., Nov. 4, 2013 /PRNewswire/ -- Freudenberg-NOK Sealing Technologies' Corteco organization is scoring big with a recently launched marketing campaign that is playing off of the Federation Internationale de Football launched Association's (FIFA) 2014 World Cup soccer games in Sao Paulo, Brazil. The Freudenberg-NOK Corteco organization has been actively working to build brand awareness with the country's 30,000 retailers and mechanics and soccer is proving the customer relationship ticket – literally.
Corteco, Freudenberg-NOK's aftermarket organization, supplies a variety of components to customers around the world. The components – seals, gaskets, mounts, cabin air filters, and sealing kits that service engine, steering, transmission, and wheel applications – are sold under the Corteco and TransTec® labels. Despite a portfolio of outstanding products, the organization wanted to connect with customers on a more visceral level.
"We knew we needed a marketing program that would resonate with customers on a different level," said Luiz Freitas, marketing director, Freudenberg-NOK Corteco South America. "We needed a program that would build brand awareness, showcase our value and provide us with crucial industry data. But we also needed an emotional spark – something that would really excite people and draw them in."
It didn't take long for the marketing team to seize upon the 2014 FIFA World Cup games as the promotional and emotional hook they needed to launch a new Freudenberg-NOK Corteco brand campaign.
"The World Cup in Brazil is a premier global event," said Jason Meier, CEO, Freudenberg-NOK Corteco. "There is no other sporting event in the world like it and linking our marketing efforts to this event made complete sense. We were connecting with customers on a technical level, but we wanted to connect on an emotional level. The World Cup speaks to Brazilians' hearts."
The Freudenberg-NOK Corteco team launched the World Cup Corteco marketing program at the 2013 Automec Trade Show in Sao Paulo earlier in the year. Visitors flocked to the Corteco booth, which was designed to look like a soccer stadium dome, where they were introduced to the Goleada de Premios Corteco marketing campaign. The booth was tremendously popular and by the end of the five-day show, Freudenberg-NOK Corteco had made contact with 3,000 independent mechanics.
As a result of success at the Automec Show, the marketing team has moved forward and has taken the program on the road to reach all potential customers across Brazil – a pool of more than 10,000 mechanics. Freudenberg-NOK Corteco representatives are now fanning out across Brazil visiting mechanics, retailers and distributor networks to introduce them to the company's brand, market opportunities and customer service.
"Although they know that Freudenberg-NOK Corteco's quality, delivery, competitiveness and product technology ultimately speak for themselves with customers, the World Cup merchandise and prize coupons we have distributed along the way bring a level of fun and excitement to the campaign," said Freitas.
When the mechanics log in to the hot site for the promotion (www.goleadacorteco.com.br), they are prompted to register their Corteco invoices and product barcodes. By doing so, they are entered into company raffles for World Cup prizes and game packages.
The process has allowed Freudenberg-NOK to capture crucial market data and build a comprehensive customer relationship management program in Brazil.
"This is an educational campaign on a grand scale," said Luis Tocci, commercial director, Freudenberg-NOK Corteco, South America. "By the time we complete our customer campaign, the end-consumer will also be familiar with Freudenberg-NOK Corteco's brand and quality products."
About Freudenberg-NOK Sealing Technologies
Freudenberg-NOK Sealing Technologies is the Americas joint venture between Freudenberg and Co. in Germany and NOK Corp. in Japan. Freudenberg-NOK is a leading producer – through its Automotive, Merkel, Process Seals and Simrit sales channels – of advanced sealing technologies for a variety of markets including: aerospace; agriculture; appliance; automotive; construction; diesel engine; energy; food and beverage; heavy industry; and pharmaceutical. Founded in 1989 under the legal name Freudenberg-NOK General Partnership, Freudenberg-NOK is headquartered in Plymouth, Mich. and operates more than 20 facilities across the Americas. For additional information, please visit www.fnst.com.
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