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Research Outline
Prepared for Chris H. | Delivered March 12, 2020
Camfil APC Competitor Advertising
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Goals
To gain understanding of the marketing campaigns for competitors of Camfil APC, in order to have an informed presentation for a meeting with the client.
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Early Findings
Donaldson Torit — Downflo Dust Collectors
Advertisements for the Downflo Dust Collector can be found on YouTube, under the
Donaldson company channel
.
Additional advertisements were found on industry equipment websites, such as
Toolots
,
Enviropro
,
Dust Collector Services
and
Contruction Equipment
.
The most recent YouTube ad for the Downflo Dust Collector was
November 27, 2017
. Other websites advertising this equipment also showed the most recent ads being from
2017
.
The
Blackhawk Industrial catalog
advertised the collection of Donaldson Downflo Dust Collectors in 2018.
Types of collectors advertised include the Downflo
Evolution
Dust Collector, the Downflo
Oval
Dust Collectors, and the Downflo
Workstation
Dust Collectors.
Evolution: with the primary
focus
being the use of fewer filters and leaving a smaller carbon footprint
Oval
: uses filters with fine fibers, high efficiency, can be adapted to fit iCue technology, and long life
Workstation
: high efficiency, can be adapted for iCue technology, high efficiency, flexibility, and long life
The following links show advertisement examples:
Packaged Downflo Evolution
,
Construction Equipment
Blackhawk Industrial
.
Messages
conveyed in the advertisements include ease of installation, reliability, aesthetics, reduced noise, having ownership costs lower, use of smaller equipment for convenience, and needing 40% less filters needed in comparison to standard collectors.
The company's YouTube advertisements now focus on newer technology, such as the Donaldson
iCue Connected Filtration Service
, which can be fit to
s
o
m
e
o
f
t
h
e
Downflo dust collector models.
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