New Pig - Hogging the Market in Europe (1,282 words)
Can a pig fly in Europe? How will a catalog full of pig cartoons and barnyard humor fare in Europe's industrial community? These were the questions New Pig found itself asking when it decided to take its Pigalog® catalog overseas.
Based on its success in the United States with its playful approach to marketing industrial cleanup products, New Pig decided to recreate the humor in Europe. This idea met the same criticism it faced when the company first set up shop in the U.S. "People told us 'you may be able to do that in America, but you can't do that here,'" notes New Pig Chairman Ben Stapelfeld, who brushes aside the skepticism. "We can only be who we are. Not all of the humor may translate, but we're going to find the humor in Germany," he adds.
While New Pig Corporation, creator of industrial cleanup products and absorbents for emergency leaks and spills (see story on p. 28), has been marketing overseas thru distributors for several years, its share of market hasn't grown as fast as it has within the U.S. market where it uses direct marketing exclusively. Its goal: to be the brand leader in Europe. To achieve this objective, New Pig realized it needed to add direct marketing to its European distribution channels. The United Kingdom and Germany were chosen for the initial launch.
A "Piggish" Image
The U.K. and German catalogs created for the launch follow the U.S. formula. The pig theme is prominently carried throughout the catalog with cartoon pigs pointing out the benefits of using New Pig products in dialogue balloons. Pig icons are used as page numbers. Plus, numerous "before and after" pictures illustrate how its products create a clean and safe work environment.
Testimonials from well-known international companies are also included. The use of testimonials, says Stapelfeld, is "as much for recognition as it is for credibility."