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Project story

EsterTec® global launch: bringing advanced industrial technology to market

How an integrated launch turned a next-generation synthetic ester technology into qualified leads, sample requests and sales meetings.

Client

Zschimmer & Schwarz, Lubricant Components Division

Product

EsterTec® / EsterTec® VSP synthetic esters

Audience

Formulators, engineers, product developers, procurement

Services

Launch strategy, identity, gated website, exhibit, collateral, email, LinkedIn, sales enablement

On this page

The challenge

Zschimmer & Schwarz had to explain complex performance science to a specialized global audience, protect sensitive technical data, and give qualified prospects a clear next step: request a sample or meet the technical team.

The strategy

Build credibility, then turn interest into evaluation. Four priorities guided the launch:

01

Precise targeting

Reach the technical decision-makers who specify esters.
02

Proof-first messaging

Lead with performance evidence, not adjectives.
03

One connected experience

Website, booth and outreach tell the same story.
04

Sales tools that convert

Turn curiosity into sample requests and meetings.

What we did

Brand and creative

EsterTec® launch identity and logo, visuals, technical collateral and campaign materials.

Digital experience

Designed and launched EsterTec.com, with gated technical resources for approved prospects.

Trade-show activation

A custom 20 × 20-foot exhibit with an experiential flow and an interactive touchscreen experience.

Targeted outreach

Executive letters, direct-mail launch kits, email, LinkedIn and a social calendar before and after launch.

Customer engagement

A VIP customer event and sales materials to move prospects into sample evaluation and meetings.
01 — Featured · Trade-show activation

Inside the booth: an interactive touchscreen app

Instead of handing visitors a brochure, we designed and built a touchscreen app for the EsterTec® exhibit. Visitors tap through the benefits, compare performance on an interactive chart, estimate savings with a calculator, find the right ester with a solutions finder, and jump to application areas, resources, EsterTec.com and ZSLubes.com.
It gave the Zschimmer & Schwarz team a consistent, engaging way to start technical conversations at the booth.
02 — Launch results

Interest turned into evaluation

+

Sales leads

+

Sample requests

+

Sales meeting requests

Full

technical presentations filled to capacity
Source: Timmons&Company EsterTec launch summary.
03 — Why it works
Step 1

Technical credibility

Evidence and application relevance for buyers who read the spec sheet first.

Step 2

Audience focus

Targeted outreach and gated access prioritized prospects with real needs.

Step 3

Connected experiences

Website, exhibit, campaigns and sales tools carried the same positioning.

Step 4

Measurable next steps

Sample and meeting requests, not just booth traffic.

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Zschimmer & Schwarz: 7-year marketing program →

B2B marketing for manufacturers, building products, industrial and technology companies. Since 1974.

Jamison, PA (Bucks County)
(267) 483-8220 · bk@timmonsandcompany.com

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