Problem:
Firm was a world-wide leader in blenders for the plastics industry but was a new entry in the drying equipment category. The company invented a new, unique dryer concept and needed to establish a beach head as a contender in the category offsetting traditional suppliers and traditional drying techniques.

Solution:
Use a testimonial ad that directly attacked the conventional technique. Run full-page, full-color ads lauding the many benefits of vacuum drying through an actual testimonial.

Results:
Won highest overall readership awards in five separate studies and was double the average readership score in one of these studies. Firm received an average of 25 phone calls after each insertion. The ad ran for several years in five or six of the top industry trade journals.