My name is Dan Carazo. After joining the newly-formed Cooper Wiring Devices, I developed and launched the branding strategy that helped make that company become, at the time, the fastest-growing division of Cooper Industries, the $4.7 billion Fortune 400 electrical leader. The Electrical Marketing Group is Carazo Communications' team that brings an industry-specific focus to the marketing needs of electrical manufacturers and distributors. Here's what we accomplished for Cooper Wiring Devices:

Situation:
In 2000, Cooper Wiring Devices (CWD) was created as a new division of Cooper Industries, by the acquisition of Eagle Electric, and the merger with the Arrow Hart and Industrias Royer units. The new unit had no defined brand identity, confused name recognition, and no branded sales tools.

Action:
As the new Marketing Manager for Cooper Wiring Devices, I conceived and directed development of the “Cooper Man” branding concept.

After positive focus group testing with sales and customers, the “Cooper Man” brand concept was accepted by management and applied as an
integrated marketing campaign across the entire communications platform, including catalogs and collateral, sales tools, advertising, PR, direct marketing, websites, online marketing, and exhibits.

Results:
The “Cooper Man” integrated marketing program powerfully and successfully re-branded and re-positioned Cooper Wiring Devices as “The NewPower in Wiring Devices™,” and helped increase CWD’s 2004 sales by 20%, to over $300 million.

With a strong focus on launching new products, the "Cooper Man" campaign led to strong 1st-year market acceptance measuring 85% positive industry recall.

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"Dan has shown vision in marketing... His main focus was to deliver our first CWD catalog, combining all the products of Arrow Hart and Eagle... The "Cooper Man" cover design gave the catalog a distinctive brand "look" that was used as the basis for our advertising, direct mail, and new product promotional campaigns. ...it was received with overwhelmingly positive reviews from both sales and our customer base."                                Vice President, Marketing,                                Cooper Wiring Devices

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Despite the strong element of branding in the "Cooper Man" marketing
program, my emphasis on incorporating direct response methods throughout Cooper Wiring Devices' marketing paid a big dividend by
generating over 7500 qualified sales leads!

All leads received requested literature, CDs, catalogs, specifying aids,
or product samples, and were distributed to field sales. Many
received telemarketing follow-up calls which provided valuable
marketing survey data.

The "Cooper Man" campaign didn't go unnoticed in the electrical
industry, being recognized two consecutive years with the “Best of the Best” marketing award from The Electrical Distributor Magazine, the industry magazine published by the National Association of Electrical Distributors.

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The range of our services includes the development of strategic marketing plans and turnkey marketing programs, as well as creating projects, such as copy content, that may be executed by a client's internal team. Our services focus on helping companies improve their marketing results within the vertical electrical industry.

Our clients typically ...

	Want to improve their next launch
	Are hungry for more quality sales leads
	Seek increased publicity in specific trade media
	Want to strengthen their brand identity
	Have become discouraged by a lack of cold-calling success
	Want to increase their website traffic
	Need better, more effective sales tools
	Are frustrated by their competitors' larger budgets.

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My involvement with the electrical industry includes my role as columnist for The Electrical Distributor Magazine. Each month I interview executives at industry manufacturers and report in the NAED's TED Magazine about the most critical marketing trends, innovations, and changes shaping major product categories.

See Dan Carazo's 'Product Knowledge' TED Magazine Articles

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	When I directed corporate marketing for a major electrical industry manufacturer, that brand grew in strength and sales increased.
	I directed global marketing for a Swiss technology company, and its brand achieved new stature, reaching nearly 40,000 engineering prospects.
	I also created ad agency programs for marketers involved in other technical, industrial, and medical industries, helping them increase market share, successfully launch new products, and re-invigorate mature brands.

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To improve your competitive edge in the electrical industry...tap into The Electrical Marketing Group's extensive experience providing outstanding results for technical marketers.