Market Entry - Belden

Belden was not known in the Power Transmission & Distribution market, although they have a wealth of data networking products that are key to the development of a smarter grid. The IEEE PES Transmission & Distribution Conference was chosen as Belden’s official market entry point. 

Challenge

To create awareness among PES Show attendees of Belden’s proven ability to provide the type of hardened, high reliability industrial networking solutions that are needed for the harsh and mission-critical environments experienced in this industry.

Solution

Just prior to the show, we sent emails to a registered attendee list provided by Show management.  The emails delineated Belden’s depth of experience and breadth of line and suggested an application discussion at Belden’s booth, as well as the chance for the attendee to be entered in a daily drawing for a Flip Video.  We also created a teaser email for registered media that helped us set up individual meetings at the booth between the majority of editors attending the show and Belden personnel. Two key pieces of literature were offered to editors and specifiers alike:  a brochure outlining Belden’s fit with the power transmission and distribution industry and a case study which overviewed the reliable use of their products in a power substation.  Prior to the show, a press release was issued that confirmed their commitment to the industry and three articles were placed in key media:  Power Engineering magazine, Renew Grid magazine and North American Windpower.