A Product Launch That Started a Partnership
Extol, Inc. is a manufacturing technology and engineering company located in Zeeland, Michigan, that specializes in plastics joining equipment, custom automation, and product assembly systems. Founded in 1985, the company designs standard welding systems like hot-plate, infrared, and spin welders.
Extol Inc.’s head of marketing was a one-person department, building the website, shooting photos and video, writing blog posts and hosting webinars, and had reached the point where one person couldn’t do it all.
He reached out to BFT with an immediate need: to promote a new standard product Extol was developing for the manufacturing sector. Our first project together was structured to be more than a one-off, using a tiered approach that let Extol start with the launch essentials and build toward a broader partnership from there.
The Challenges
The product needed everything a launch requires: a name, a value proposition, messaging, creative, web content, and sales tools. Before building those pieces, Extol needed to establish a clear baseline for how to position the product in the market. The team had to define what the Titan Series was, who it was for, which manufacturing pain points it solved, and why buyers should care.
That meant translating technical capabilities into customer-facing language around the problems manufacturers were already trying to solve, including the need for reliable, repeatable equipment, safer and more efficient operation, faster implementation, and a standard solution that could still support different applications and configurations.
The bigger complication was that Extol needed to go to market before it had built a customer-specific machine. Because the Titan Series is made to order and configured across multiple welding technologies, each customer’s application requirements determine the final build. BFT needed to help Extol market the product’s core value, configurations, and use cases without relying on photography of a completed machine.
From Discovery to the Titan Series
We began with a mini discovery: a pre-session review of materials and competitors, followed by a two-hour in-person session and facilities tour, during which we captured the new product’s capabilities, explored the market context, and identified the pain points the Titan Series would solve for potential customers.
That foundation became the baseline for the launch. We used it to shape naming recommendations that landed on the Titan Series (with HP, IR, and QIR configurations), define the value proposition, build a messaging framework, and create full copywriting for every deliverable. The messaging gave Extol a consistent way to explain the product, connect features to real operational needs, and equip the sales team with language they could use in early conversations.
Designing a Product No One Could Photograph
With no completed customer-specific product to shoot, our designers worked from Extol’s CAD drawings to develop realistic renderings of the new machine, detailed enough to showcase individual features and configurations, from the light curtain to the overhead fan. Those renderings became the visual backbone of the launch, anchored by a new product logo and creative system.
BFT also designed and developed a dedicated Titan Series landing page, giving Extol a central place to introduce the product, explain its configurations, highlight the customer pain points it addressed, and give prospects a clear next step.
We then extended the same messaging and visuals into presentation slides for the sales team and a cut sheet for the field, keeping the launch story consistent across web and sales channels.
The Payoff
The Titan Series launched on schedule with a complete go-to-market toolkit: a market-informed message, a name and visual identity, a product landing page, CAD-based renderings and sales materials ready before the first unit came off the line.
[Add results: leads, inquiries, or sales team feedback.]
Just as important, Extol’s one-person marketing department gained more than a set of launch assets. It gained a partner that could help turn technical product information into a market-ready story, and what began as a single product launch has become an ongoing marketing partnership.
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