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Deublin is the largest manufacturer of rotating unions in the world, a critical engineering component in the production of steel, chemicals and many other materials. But Deublin is more than just rotating unions. The company also pioneered the stationary siphon, allowing paper-making machines to operate at high speeds for greater machine “runnability” and operating efficiency. This fact, plus the benefits of using a stationary siphon over a competitor’s rotating siphon, needed to be communicated to engineers, plant managers, and other decision-makers in the pulp and paper industry.
Target the customers’ needs. First,
FUSION developed a new SINT 2000
product catalog featuring the entire
line of stationary siphons for the paper
and pulp industry. Next, a new
full-page ad was developed to run
in paper industry trade publications.
A large, bold headline was the focal
point: RUN IT! Copy focused on the
increased machine “runnability” afforded
by stationary siphons, and the associated
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