Tageos designs, manufactures and sells UHF RFID labels. The labels are typically used for identification and traceability purposes and are employed in a variety of industries including retail, logistics, healthcare, manufacturing and entertainment.
International Ambitions from the Beginning
Tageos is making RFID more accessible thanks to its revolutionary manufacturing process that creates 100% paper-based labels at a lower cost, without compromising on quality. In late 2012, Tageos was ready to take its new lower cost RFID label to the market. In addition to launching in Europe, the company wanted to attack the American market, which at the time was larger than Europe’s. Tageos decided to officially launch its new RFID label at the RFID Live! event in Orlando, Florida, the biggest international event in their sector. With four months to go before the event, Tageos teamed up with Eleius to make sure its launch was a success.
Holding its own Against More Mature Counterparts
Clear market positioning was critical for Tageos. Aware that it was smaller than its more mature American counterparts, the challenge for the company, which was unknown at the time, was to highlight its innovation while instilling trust and credibility in its brand. Through industry research, as well as a series of workshops and one-on-one interviews with both employees and clients, Tageos and Eleius were able to pinpoint the company’s unique selling points and position it within its competitive environment, with carefully crafted messaging.
Creating a Marketing Machine
Eleius articulately detailed all of this information within the company’s positioning document. This document then served as a springboard to accelerate all other marketing activities. Based on the positioning document, Eleius overhauled the Tageos brand identity and website, produced corporate communication assets such as brochures and case studies, and produced an impactful corporate video.
In parallel to this, Eleius assisted Tageos in all logistical aspects in the run up to their event, including designing their booth. Eleius put together the company’s event communication plan which consisted in producing an impactful media kit presented to the journalists present at the event.
A Successful Lead-Generating Launch
The event was a clear success for Tageos, enabling it to launch its product on a global stage. The company received press coverage from American media including RFID Journal, the most important trade publication in its industry. Tageos now attends the event annually, as it has become its primary source of new leads.