After three years of marketing to the commercial heating and refrigeration market, Alfa Laval Thermal had established little name recognition. The Swedish-based company was the European/Asian market leader in Heat Transfer Technology since the mid 1800s.
Make heat transfer technology cool. That’s what we told Alfa Laval, The marketing manager was a little more than skeptical about our approach. His comment, “You’ll never reach the systems engineer unless you speak their language,” which was technobabble. Well, after our three years, we made Alfa Laval a household name among those commercial heating and refrigeration system engineers. Not only that, the competition was putting calls into Alfa Laval’s sales force. We made heat transfer cool.
