Integration Happens

Todd Brase

Describes how Fisher-Rosemount launched a new business-to-business product (for process-control systems) using integrated marketing.

Integration Happens

Fisher-Rosemount successfully launches a new product using integrated marketing

Todd BraseFisher-Rosemount Systems

As a marketing communications professional, I had read and heard a great deal about integrated marketing communications programs and their benefits. However, in the industrial process control industry, a relatively mature industry dominated by control valves and transmitters and all sorts of stand-alone widgets and devices, complacency made the concept of a multidimensional or integrated marketing communications program seem a little over-the-top. That is, until my firm decided to turn the whole process control system marketplace upside down.

The visionaries in our company realized that...

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