project overview
Alpine Advanced Materials manufactures HX5, one of the most advanced nanocomposite materials available today. Once a material produced for the F-35 by Lockheed Martin, HX5 is an ultra-light and highly durable nanocomposite launched on the market to produce aerospace parts and components. Bold Entity was brought in to help refine the value proposition and develop brand positioning for this aerospace company.
The Challenge
Although HX5 is a superior product to many of its competitors, other composite materials with similar qualities are widely used in the aerospace and defense industry. Our challenge was to differentiate HX5 from similar products and help their business development team gain traction. We had to develop the brand positioning and assets, such as sales collateral, technical specifications, and website, within 90 days to prepare for an upcoming aerospace show in Luxembourg, France.
The strategy
Bold Entity conducted interviews with the material’s inventor, aerospace executives, and engineers to gain clarity about the technical properties of the material, its ideal audiences, and value proposition. Based on the insights from the interviews, our team developed a communication strategy tailored to diverse marketing personas. For executives, we emphasized the material’s cost, time savings, and availability, while for engineers, we highlighted the material’s performance and technical specifications. This information was critical in designing and developing marketing materials, including the website, and creating investor pitches.
The Solution
Bold Entity developed press releases to announce the official launch of HX5 in anticipation of the tradeshow and pitched them to niche publications to increase awareness. Several journalists agreed to interview Alpine’s executives, which helped to reach a wider audience and generated hundreds of inquiries. Website inquiries were captured through a gated download of HX5’s technical specifications document and immediately recorded in their CRM system. The business development team gained a steady inflow of inbound leads, all stored in a centralized platform, allowing them to stay organized and accountable with follow-ups and further sales efforts. Since the tradeshow in Luxembourg, the material has been offered to other industries, such as outdoor products and sporting goods and expanded its services to include prototyping, engineering, and production.
Bold Results
Catalyze Dallas (holding company for alpine materials)
