Green Marketing Success Story Features B2B Technology Company

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As business and government stress buying "green," a leading steam boiler manufacturer capitalizes on their innovative energy-saving technology.

Growing your company's market share against several entrenched competitors is no easy task.

When Miura, a world leader in the manufacturing of industrial steam boilers entered the North American market some years ago, they relied on their message of "highest-efficiency" and innovative energy cost-saving technology. Industrial steam boilers are used in manufacturing and processing, where steam is a major source of energy, as well as in hospitals for sterilization and hot water, and in schools for a variety of applications.

About three years ago, Miura's new marketing/advertising agency, Marcomm Group (see the case study/success story at recognized that reducing the cost of energy was not simply an issue of saving dollars, but an essential part of a bigger picture.

"Miura was helping companies to go green," stated agency president Bob Lipp. "Only they weren't calling attention to that in their advertising, because the issue was still being hotly debated. Then, all of a sudden, oil and gas prices began to rise, and reducing the cost of energy on boilers, which require hundreds of thousands of dollars of fuel over their life, became important."

Lipp's agency didn't stop at money-saving, knowing that the green movement, which still had its doubters, would resonate with many forward-thinking businesses.

"Saving energy costs (Miura was saving 20% on average - a significant amount) was an important concern, but energy prices fluctuate, and we were after a marketing strategy that had some permanence," added Lipp. "After all, good marketing is about a consistent message that answers the question 'Why should we do business with your company?' and we had a message that set us apart from the competition."

The result was a campaign that stressed saving money, while saving the planet, by conserving resources, and reducing emissions.

A case study is available at, a story so compelling that Wikipedia chose it as a link on their Green Marketing page.

"What we did for Miura was to take a great company and position it to its best advantage according to market trends, buying variables, and other factors," said Lipp. "We were fortunate since 'going green' is not simply a trend, but a way of doing business, and Miura's advantages allowed us to position them as a leader in this space."

Marcomm Group is a B2B marketing/advertising/PR agency that works with companies large and small, to help them develop an effective marketing strategy and message.

For more information, call Bob Lipp at 1-800-790-2276, email him at blipp(at)marcommgroup(dot)com, or visit


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Al D'Agostino
Marcomm Group
516-829-0404 ext. 16
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