Adding Some Rocket Fuel to Niche Marketing Campaigns

Episode 229

April 4, 2023

The title is quite literal. This week The Kula Ring is talking to Ribal Btaddini and Eric Hyland from Legrand. Who have just launched (pun intended) a marketing campaign around sending a rocket space bound. However, who doesn’t get excited about space!? We are diving deep into the value of trackable, tangible ROI’s vs. the emotional, exciting ones. It is a lofty episode, that’s for sure.

Adding Some Rocket Fuel to Niche Marketing Campaigns Transcript:

Announcer: You’re listening to The Kula Ring, a podcast made for manufacturing marketers. Here are Carman Pirie and Jeff White

Jeff White: Welcome to The Kula Ring, a podcast for manufacturing marketers brought to you by Kula Partners. My name is Jeff White and joining me today is Carman Pirie. Carman, how you doing, sir?

Carman Pirie: Well, how could I be bad, Jeff? We’re talking about rockets again today. And oddly enough, there may be a lot of podcasts out there in the world, but there are not a lot of podcasts for manufacturing marketers, and there are not a lot of podcasts for manufacturing marketers that talk about rockets, and this is at least I think the second time we’ve talked about sending something to space. The first time was, I think there were products being sent to space by the person that we were interviewing and they forgot to take a photo of it before they sent it, and it was like a one-off product. 

Jeff White: And they never come back. 

Carman Pirie: No. It was going to… Yeah, so it was like on part of the Mars rover or something like that if my memory serves. But look, I’m always in for another space episode. 

Jeff White: I think it’s great and I think too, you’re kind of giving away the one thing that’s pretty interesting that we’re going-

Carman Pirie: Oh, see, now I think our guests have a lot of interesting things to say, Jeff. I think that’s rude. That is very rude. 

Jeff White: Oh, they do, for sure. That was not what I was saying. It’s weird for us to start a show this way. But you know, I am looking forward to kind of where we’re gonna go, because I think it’s really interesting to dive into something that’s about gathering attention in a way that maybe nobody else has thought of. 

Carman Pirie: Yeah. Let’s do it. 

Jeff White: So, let’s dig into it, so we actually have two guests today, which is a change for us from how we would normally do things, and so we’re going to introduce them one at a time, but they’re both from Legrand, and joining us first is Ribal Btaddini, who is the Director of Global Accounts. Welcome to The Kula Ring, Ribal. 

Ribal Btaddini: Thank you so much. Thanks for having me. I’m very happy to be here today. 

Jeff White: Yeah. Glad to have you on the show. And also joining us is Eric Hyland. Eric is the Program Manager for the acclAIM product, also with Legrand. Welcome to The Kula Ring, Eric. 

Eric Hyland: Hey. Thanks for giving us an opportunity to talk over each other in weird sound bites today. I appreciate it. 

Jeff White: The world of podcasting. 

Carman Pirie: Yeah. Usually, it’s just Jeff and I talking over each other, so it’s nice to have some competition. Who wants to talk over first and tell us a little bit about the company? 

Eric Hyland: I’ll let Ribal go. He’s the marketing genius of this whole thing, so go ahead. 

Ribal Btaddini: Thanks, Eric. Well, yeah, Legrand, for people who aren’t familiar with it, and I have to say thanks for saying Legrand. That’s just the French way that it should be pronounced. Legrand is the global specialist in electrical and digital building infrastructure, and in English what that means is Legrand helps in the building and development of devices, infrastructure devices basically that help transform data, light, and power. So, what we are doing is we say we’re improving life by allowing the world to get access to data, light, and power wherever they are, and we do that by improving places where people live, work, learn, and meet. So, this is Legrand in a nutshell. 

Carman Pirie: Really cool. And look, I appreciate that there’s a lot of aspects of the built environment and the digital data environment that we all kind of experience that you folks touch, but there’s one product that you’ve put out, an innovation that you’ve released recently that’s more around, and please tell me if my layman’s terms here are wrong, but I believe we’re really reinventing or reimagining the cassette that happens inside of data centers. Is that correct?

Eric Hyland: Yeah. Yeah. And I think… I mean, at the risk of taking four years of excitement and putting it into three minutes, right? In a polite cocktail conversation kind of way on this podcast of yours, and really the more boring part of the idea of how to take something and bring it to market that is brand new in a space that most people are uninterested in. Yeah, so 30 years ago, as an industry, light and fiber optics are moving around all over the place, and I always think the easiest way to think about it is light moves through glass the same way water moves through a garden hose. And so, we’re moving this water through the backyard and everywhere else, and everyone’s got a garden hose that’s plugged in the backyard, and if you want to go a little bit further you screw another one in. 

And we have all these different pieces that we’re trying to connect to one another and most of them are kind of in the same place, so there needs to be a point of aggregation and distribution that happens, and that’s what a cassette is, is it’s kind of the aggregation and distribution point. It’s beautiful and elegant from that perspective, but it was invented 30 years ago, and so if we pull back on our garden hose a little bit here, everyplace you screw two garden hoses together, there’s a little bit of a leak. And the edges, what we’re actually communicating, and how we’re communicating, and how fast people want their podcasts and their cat videos puts us in a place where we’ve taken the garden hose off the side of the house and we’ve plugged it into the fire hydrant down the street. 

And so, the stuff that was there 30 years ago that was doing a great job of spreading things out and everything else, we’ve increased that pressure. We’ve increased that bandwidth in such a way that that small leak is now a pond, and just to really hammer my water analogy here, each droplet of water that’s in that pond is data that didn’t make it to where it’s supposed to go, so now we’re resending and having to redo things over, and over, and over again, because those leaks are happening in such a crazy way because we continue to increase the pressure that’s happening. 

And so, our industry, as much as it touches everything, is designed and successful if it’s forgotten about, and we’re now in this place where that pressure is so high, that bandwidth is so much that we’re starting to see the leaks and the cracks that were small become big problems. And so, we’re in that space now where we had to start talking about what’s going to happen and how better to solve and serve that problem. 

Carman Pirie: And just so I’m clear, the product that you’ve… Is Infinium acclAIM? Did I say that correct? 

Eric Hyland: Yeah. And thank you very much for saying that out loud so we don’t have to say it. 

Carman Pirie: No, no. I want to make sure we know what it is. Not being promotional at all, just… I don’t know. It sounds really cool to me. And I guess it’s a problem, but you know, it’s been a problem for a while and we can say, “Oh yeah, but it’s only kind of reached a critical point lately,” but you know, fast data transfer speeds, et cetera, have been desired for a very long time now. So, that’s what I find compelling about this challenge from a marketing perspective, is because it’s a 30-year-old problem that people were happy to ignore, and nobody was probably going around saying, “This is on the top of my list to solve.” Is that accurate?

Eric Hyland: Yeah. I think that there’s a piece of this just in the world of world building and stage setting that 30 years ago, in the early ‘90s, if you took… You know, engineers are not very brave, very brash people, right? If you took the bravest, most forward thinking engineer, least conservative engineer out there, and said, “How fast is everything gonna go ever,” right? 1993, how fast is light gonna move through glass? They’d be like, “I don’t know. 10 gig.” And in the world of things, we do 10 gig in copper now, right? So, as an industry, and as data is moving, and how we kind of think about things, and how we as consumers interact with stuff, the laptops that we have and the phones that we have are still… They’re moving fast if they’re doing 300 megabytes, right? So, that’s a third of what a gig is, and that’s… 

So, we’re not seeing and feeling that impact on the consumer side all that often until you log into your favorite social media platform and you have to relog in, right? That lag, that job, that buffer that we’re seeing in streaming videos, that we’re seeing in video games, and any time that we log into something that’s cloud based, right? So, any of the things that are on your phone, or anything else, you log in, or you open it, and it doesn’t open, and you have to do it again, that’s a disconnect somewhere. That’s that pain point. That’s how we, as consumers, feel that, right? 

So, if we go back to the part that nobody thinks about, those warehouses full of computers that we call datacenters in the cloud, that’s where this starts to be something where we as consumers start feeling that there’s tears in the fabric, right? But you’re right, for the most part we don’t have devices that care, and so that’s another piece of why it’s exciting for eight people. And it’s worked as well as it has for 30 years and it hasn’t been top of mind anywhere. 

Jeff White: Well, as long as the water reaches the garden, you don’t really care if there’s a few leaks in the hose, right? You know, as long as the vegetables get their water? 

Eric Hyland: Yeah. As long as the tomatoes are growing, nobody kind of looks at how much of that water is making it where it’s supposed to go. 

Jeff White: Yeah. Exactly. 

Ribal Btaddini: We’re getting to a point where the water reaching the garden is becoming more critical because as demand increases, and as speed increases, and as that pressure that Eric was talking about increases, making the most of it is very important. So, data loss is becoming more and more critical as speeds increase, and we need to keep up. It’s a rapidly moving industry and the demands, whether… Who wanted to watch hours of videos two years ago? Nobody was thinking that you’re gonna sit on your couch and flip through videos, or even the quality, the resolutions of images, video quality, all that now is larger, and bigger, and faster, and we need infrastructure to keep up with this, with this delivery of very quickly consumed data that is even quickly forgotten. But we need infrastructure to be able to support all that. 

And Legrand thinks out of the box. We grow in two ways. We grow through acquisitions. We always think of ways how we could broaden our solutions in the market, how we could offer more products and respond to further needs in the market. But we also grow through research and development, and organically through introductions of new solutions and systems, and this is one way. Infinium acclAIM is a great example that shows how keen Legrand is on remaining innovative, and introducing the market with products that haven’t been seen before, and the acclAIM is really a good example on that.

Carman Pirie: So, how do we get that? How do we get Infinium acclAIM in front of those data center managers, those engineers that-

Jeff White: Well, Eric had said there’s eight guys. Eight people who care. The nichest of niches, you know? And how do you get in front of them? 

Carman Pirie: Yeah, so is this just a matter of they’re already customers of yours, so you could call them up and tell them about the innovation? Or how do we have to get them aware of it?

Eric Hyland: I mean, fortunately there’s a couple of guys that already like us and we talk to, but for the most part as an industry, and if we zoom out a little bit, I know we’re zooming in and out and bouncing around a little bit all over the place here, and apologies to anyone who’s a visual person that’s hearing us kind of sneak around, but humans are still humans, right? And part of the problem that we have marketing anything new, but specifically something that is so removed from the consumer experience, is if it ain’t broke, don’t fix it. And change is really scary. And we have built all these different death scroll, doom scroll devices to be able to find things that sit with us, right? Or that we agree with, so that if we don’t like something, we don’t have to pay attention to it. 

So, part of it is capturing the attention of our intended audience, but the other half of it is that we need to inspire them with things that they don’t actually have access to readily, right? So, inspiring with information that isn’t readily available, because you and I can go into the internet and find our favorite search engine and ask to tell us more about something, right? ChatGPT has made it even more scary and exciting at the same time than it even used to be by just going to a search bar and typing in the thing. So, we have this attention problem that everyone is really good at paying attention to everything and nothing all at the same time. And so, capturing their attention is tricky, right? This is a very, very good way of saying that I don’t really know, but at the same time we’ve had some success with appealing more to the humanity side of things.

So, less about here’s the technology, and what this technology is, and why this technology is important, and more about change is going to happen, and that’s okay, and challenging people to kind of think about how that change could be impactful, but also where they might be asking for it, or help them kind of find where they’ve been asking for it. And it all starts with getting their attention though, right? You can’t have that conversation if you’re not actually talking to them. 

Carman Pirie: So, let’s talk about that, because we kicked off this episode with talking about space. We promised another space episode, or near space episode, and I’m sure you didn’t go and reinvent or invent the solution to a 30-year-old datacenter problem without having some sort of sell sheet, or information about the features and benefits of Infinium acclAIM, and how it helps the data center managers, but then at the same time you moved… What I find fascinating about this case study is you went a few ladders on the rung higher and you launched a rocket in the Nevada desert as a way of generating attention. 

So, tell me about that decision. 

Ribal Btaddini: The launching of the rocket is very interesting because first of all, we did it… Our messaging was divided into two folds. One, trying to tell the market that today we are replacing a product that you’ve been used to for the past 30 years, so we’re doing things differently. So, that was one part of the campaign, the messaging saying we’re gonna cut costs, cut complexity, we’re gonna cut the cassette. Because what Infinium acclAIM does is literally eliminates the need of fiber cassettes in the fiber system. So, the market hasn’t been used to this. The market always used cassettes in the past 30 years that we’re talking about. 

And we did this through the campaign, cut cost, cut complexity, cut cassette, by literally filming us getting rid of the cassettes, whether it’s breaking them down, or finding creative ways to get rid of them, and we had this video campaign just to actually generate interest in the market to be asked the question, “Why are you doing that to cassettes? Why are you getting rid of cassettes?” Because we have a product. And this product, and this is where the second part of the equation comes in. This product goes beyond what you do today. This product provides you beyond the data speeds that you’re used to. This product provides you less data loss. So, the going beyond was the second half of the messaging and that’s why we wanted to go beyond. And going beyond, what else? What more goes beyond than a rocket, literally? 

So, we launched a rocket to symbolize first of all the innovation, the research and development behind Infinium acclAIM, because when you launch a rocket you’re literally thinking rocket science. So, we wanted to tell the market today that this product is built on hours and hours of engineering, designs, research, studies. We wanted to minimize data loss and we figured out the best way to do it today and we’re so excited to share it with the industry. So, we are here launching rockets to grab your attention, to tell you that today you can go beyond with us. You can do more with your data and you can really have better, more resilient, and faster networks, which you want, to keep up with this high demand of data streaming and data needs.

Jeff White: I mean, there certainly are lots of ways to make a splash, but most of them don’t involve going into low orbit. 

Eric Hyland: Yeah. I think that why not signify or represent the literal launch of a product with the literal launch of a rocket, right? I think that our audience as a consumer base for Legrand and for the datacenter infrastructure side of things is… I mean, everybody on our side loves space. You guys have already had one guy who put something in space, right? So, space is that kind of great unknown, and so why not embrace that, right? If we’re gonna move into this new space, if this is gonna be a new thing, if we are literally launching a new product, let’s literally launch a rocket into that kind of near space atmosphere. 

Carman Pirie: You know, I’m gonna just… There’s a lot of people… An idea like this could get… A rocket could get shot down 500 times. Literally. You know, there’d be people that would look at it and say, “Yeah, we do some R&D, but we’re not doing… We’re not ourselves building the rocket. The R&D didn’t go into the rocket.” The connection is basically the go beyond tagline. I kind of love that you guys were able to sell this through and get this thing… I kind of love that… I guess did you run into any of these objections? Because it seems to me like this is the kind of idea that somebody could overthink in about 40 different ways. 

Eric Hyland: That’s all Ribal, right? This is why Ribal is… He took this thing and just ran with it and I’ll let him talk about his trials and tribulations, but I just want to, before he gets into it, give him the kudos he deserves, because he’ll never say it himself. 

Ribal Btaddini: Thanks, Eric. No, so Carman, it comes all from forward thinking, I would say. Whether thinking of how to better your products, or whether how to provide the industry with what it needs, or even in terms of marketing with forward thinking, or forward marketing. What grabs the attention today? So, there are two questions here to answer. First, why are we launching a rocket? We’re launching a rocket because this is really what we are doing. The product that we are launching is a rocket. The product that we’re launching is something that happened the first time. 

For example, when we first landed on the moon, it was indicative that look where the stretch of technology allowed us to reach. We’re reaching a new horizon. We’re reaching new places. So, always, us as humans, when we think of rocket launches, or even watching NASA land something somewhere, or recently with all these things Space X is doing… We’re not there. We’re not trying to say Legrand is comparing itself to NASA or Space X or to any of the… And we are preserving really all our engineering brain cells to develop our products, to provide the market with the best fiber system. We’re not trying to explore space. 

Launching a rocket was a marketing campaign indicative of that we are mixing things up in the fiber industry and hey guys, listen, we’re doing something that’s being done for the first time today, and this is what… So, it was just the hook to tell our target audience what they need to know engineering wise and where this technology can help them get to. But we left the rocket launching for the professionals. We worked closely with the Nevada Rocket Association. It’s a large team of individuals who have passion to launching rockets, designing rockets, building the shells, using all that rocket fuel that they use, connecting all that technology, and there’s a lot that goes into it. We were aware. We were brought up to speed on a weekly basis with the progression of building the rocket, painting it, branding it. We wanted the whole event to be filmed so we were having all these integrated cameras all around the rocket. We were filming from the ground to the rocket, we were filming from the rocket to the ground. We wanted to not miss a moment. 

Jeff White: Don’t send something into orbit without cameras. 

Carman Pirie: Without taking a photo at least. Yeah. 

Eric Hyland: Yeah. Yeah. And not picking on that nice person whom you’ve had on earlier who forgot to take a picture, but like we did… We lost a camera along the way too, so it’s easy to have happen, right? It’s not their fault. You get wrapped up. And I think to answer your question, there were a couple of eyebrows that got raised, and there was a couple of people that did think about this as, “Wait, we’re doing what?” But at the same time… Space, man. Right? So, it’s really easy to get excited about launching things into space and kind of what that means, and we needed something different to be… We’re not the first or second conversation as far as fiber is concerned, so to take that attention and capture it in a different way, we had to do something a little bit different. 

Ribal Btaddini: And Carman asked something really important earlier. Carman said, “How did you manage success on this? How were you able to quantify that our campaign was successful?” It’s curiosity that we generated. Trust me. It’s about the number of calls, and the number of LinkedIn messages, and the number of emails we had to answer. What’s going on? Why are you sending rockets up to space? What is Legrand up to right now? And Legrand is a company that does create this curiosity in the market. We are a super diverse company in terms of our product offering because Legrand North America alone is headed by CEO, John Selldorff, our great CEO, manages five different divisions and each of these divisions is driving completely different industry, whether it’s building controls, or electrical wiring systems, or data power and control. 

So, we do focus on different segments of the market, so we already make the market somehow curious about us. So, when we launched the rocket we magnified that curiosity and had a chance to tell the story. 

Carman Pirie: I appreciate that you mentioned your tracking of inbound inquiries and kind of conversation and buzz that was generated. And of course, that’s all ROI that you could kind of measure after the fact, right? But it sounds like part of the secret sauce here as the marketer or the people kind of selling this into the organization to say, “We’re gonna launch a rocket. This is something we’re actually gonna do and spend money on,” is that somebody could have easily turned around and said, “Okay, Ribal. What’s your projected ROI on this? Tell me how much money we’re gonna make by launching a rocket.” 

And I think we could all probably know that you can’t answer that question. Or if you do answer it, it won’t be right. But-

Eric Hyland: We could answer it but we’re just gonna get called liars, right? 

Carman Pirie: Right, but there’s something… But you said, “Yeah, space.” But what you’re telling me there, if I’m putting words in your mouth a bit, is you sold it by using a different measuring tool, a different yardstick. So, I think that’s what happens when marketers are trying to bring something new and innovative to their management team, to the C-suite or others that maybe could potentially roadblock an idea. When they get presented with a question like, “What’s the ROI on this,” they’ll play that game. They’ll try to answer that question. And I think probably the right answer is to play a different game and to answer a different question. 

Eric Hyland: Yeah. I think totally. You put all the right words in my mouth and a couple extra ones that I probably didn’t use that I’m gonna steal from now on, right? But I think that our team… A little bit chicken and egg, right? There’s some marketing that happens before the product is a product because we have to in-sell the innovation and the risk as far as what we’re doing. But usually by the time that the marketing, air quotes, part of it kind of really comes into play, the product is already an idea, right? The innovation has already started happening. 

And so, especially around innovative ideas and trying to be a little bit different, our tagline is/was go beyond for this product. That energy already exists, right? That little bit of mania that is part of innovation already has kind of taken hold everywhere and the, “We’re gonna put a rocket in space,” conversation was a lot easier than you would have thought it was because everyone’s already on the innovation train. We’re already all kind of sipping that same coffee and have that same caffeine buzz and that little bit of vibration around everything. 

So, it seemed a lot less impractical or nonlinear by the time we got to the rocket side of things. It was just kind of like the logical progression. But for the eyebrows, it was less of a conversation around ROI and more around just… I keep going back to it, but it was more of the human side of it, right? It was less about the numbers and more about the emotion and having the ability to just kind of feed that to everybody really kept not only the innovation levels high, but also the rest of the decision making process pretty straightforward. 

Ribal Btaddini: We are not saying we didn’t have to build slides convincing our executive team, and our finance teams, and you know how it is. It’s Legrand, at the end of the day, a very well structured company that has layers and layers of structure, and you know, yes, and I know where Carman was going with this question. How did we get the teams to convince them that we need X amount of money to launch a rocket in the desert in Nevada? Yes, it was challenging, and we didn’t do it without all the slides, and all the numbers, and all the research behind it. For sure. But what Eric is saying that was on our side, that the reason we’re both lucky but we’re also in the same boat with everyone else, it’s the forward thinking. This is what allowed us to move the idea. It wasn’t shot down at the first approach. The executive team said, “Okay. Well, that’s different. Tell us why. Why do you think it’s gonna succeed?” 

And today, Legrand’s take is to tell the industry that, “Hey, there is the most innovative fiber system in the world today, the pre-terminated fiber system in the world today that is a product Legrand owns, and Legrand’s happy to tell you about it, tell you its story, tell you its  benefits, tell you why it’s gonna improve your data centers, and who is gonna be our customers? Hyperscalers who really care about data loss, and speeds, and density, and who end up at the end of the day finding themselves limited with the space they have, so they want to make the most of it. They want the most dense systems and solutions. And they don’t want to spend hours and hours of engineering trying to either install systems or maintain them. 

So, also, Infinium acclAIM hits on all of these. It’s cutting costs, so it’s less product. It’s cutting the complexity, so it’s less time spent doing the job. And it’s cutting the cassettes, so it’s direct meeting connection. So, it all, at the end of the day, ties to the messaging that we were trying to hit on. 

Jeff White: I really love how you… I think a lot of people, a lot of marketers, would kind of, “I could never sell that through.” But I really… You’ve clearly thought about how to connect the product benefits. You’ve clearly thought about the types of people who are going to be interested in this sort of thing and that it’s going to be able to bring them along. And you’ve really thought of that big idea that helped to kind of spawn interest and renewed appreciation for what Legrand brings to the category, so I think it’s really interesting how you’ve done that. 

As we kind of draw close to the end of the show here, so you’ve launched the rocket, you’ve engaged with people as a result of that. What’s next? What are you hoping to do? You don’t have to tell us actually sending somebody to Mars this time, but-

Eric Hyland: No. We’re gonna stay on Earth. We’re here to plug stuff in, right? And that’s the other thing that we talked about at the beginning of this, is that we as consumers don’t see a lot of what we’re actually doing and where we’re trying to be innovative, because we get wireless, right? Everything is going wireless and we’re talking about connections. But that poorly kept secret in the whole thing is that the more wireless things get, the more stuff’s gotta be plugged in in a closet somewhere, and so that’s where, to pull on your tomato plants, we’re putting a lot more tomato plants in the same garden, and so that’s why the water needs to get there is because there are more plants asking for water. 

So, it didn’t matter when there was two or three plants, but now we’ve got acres and acres of tomatoes that want water from the same source, and so making sure that all the droplets of water get there starts being more and more impactful and important. And I think that getting that message out has to be a priority. As marketers, capturing the attention to have  that conversation is getting trickier, and trickier, and trickier, and so the silly things start being whimsical, but also it’s the part that we still all want to be, right? We get buried in weird numbers, and data, and ROIs, and everything else, and there’s gotta be a little joy somewhere. And so, if we can be that little bit of whimsy then we become part of that conversation, and that’s hard to do and an easy thing to try for, right? 

It’s like when we actually see it align with Ribal going, “What if we put a rocket into space? What if we just launched a rocket?” It was just like, “Yeah. Yes. Yeah, absolutely.” 

Ribal Btaddini: In terms of excitement, we’re not at a less exciting stage right now. So, normally when you want to deliver a message to someone you need to get their attention, and then you need to create the awareness while delivering the message, and we’re at the stage right now where we are… We’ve grabbed the market’s attention. We said, “Hey, look. We launched a rocket.” Now everyone’s coming and saying, “Why’d you launch a rocket?” Now we have the chance to tell them the story because we’re going beyond with this fiber system that we’re creating and we’re changing the way things are done. And this is what’s in it for you. 

We’re giving our partners and our customers and the industry in total the WIIFM messaging, the what’s in it for me. This is what’s in it for you guys. This is how you’re gonna improve your networks. This is how you’re gonna build better datacenters. This is how you’re gonna be on top of the game and ahead of the race, because everybody in the industry has competitors and now they want the best product out there. So, today we are having these conversations. We have product pages and resources that people can go and see, and learn more, and watch videos, and understand why did we launch a rocket, and why did we do this product. But also today, people like Eric, he’s the program manager, and he’s driving this awareness. Eric is on a flight… When I call Eric, every time I’m like, “Where in the world is Carmen SanDiego, right? Where in the world is Eric Hyland?” Because he’s talking to our partners, and he’s having these conversations, and he’s now really hitting on the value of acclAIM. 

But from a marketing perspective, we’re not doing anything less exciting. The campaigns that are upcoming from Legrand are equally exciting, whether it’s destroying something big, or whether it’s drowning a product, or sending a product to space, we’re always, always keen to keep the market on its toes, as they say. 

Carman Pirie: Well, gentlemen, I really appreciate you kind of taking the time to take us through this today. I think it’s a really cool campaign. It’s just a fascinating kind of insight into how you brought it to life, and I’m shocked that we’ve been able to keep the water analogy going through the whole thing, as well, with the garden, et cetera, so I think just tremendous all around. Thank you so much. I really appreciate you coming on the show. 

Eric Hyland: Guys, thanks for being interested in listening to us talk about stuff. It’s fun always to get to like-minded people and have a passionate conversation around things that, again, most people find just an afterthought, so appreciate the time and energy. 

Ribal Btaddini: Thank you guys, but just for laughs, our listeners, your listeners today are probably thinking, “Wait, so is Legrand trying to water tomatoes in a garden or send rockets to space? What is Legrand trying to do?” So, we are-

Jeff White: I don’t know if we’ve helped your case or not. 

Ribal Btaddini: We’re trying to do both, hopefully, right? Tomatoes and rockets. But no, but what we’re actually really trying to do today is tell the market that we have the most innovative fiber system and get in touch with us. Tell you more about it. But thank you so much for having us on your show, guys. We really appreciate the time. 

Announcer: Thanks for listening to The Kula Ring, with Carman Pirie and Jeff White. Don’t miss a single manufacturing marketing insight. Subscribe now at That’s

Read Full Transcript


Ribal Btaddini

Director of Global Accounts

Ribal is a director of global accounts at Legrand North and Central America with demonstrated experience in both sales, and marketing. Ribal drives exceptional results by focusing on understanding the customer experience and leveraging that knowledge to define value proposition in challenging markets.

eric hyland headshot


Eric Hyland

Program Manager

Eric Hyland has been with Legrand for two years, in the industry for ten years, and has spent the last eight years obsessing over the lower layers of the OSI framework. He is passionate about innovation in the often overlooked or marginalized connectivity and infrastructure space. While much can be accomplished in virtual environments, eventually, things still need to be plugged in. Eric attended Rensselaer Polytechnic Institute graduating with a BS in Electrical Engineering.

The Kula Ring is a podcast for manufacturing marketers who care about evolving their strategy to gain a competitive edge.

Listen to conversations with North America’s top manufacturing marketing executives and get actionable advice for success in a rapidly transforming industry.

About Kula

Kula Partners is an agency that specializes in maximizing revenue potential for B2B manufacturers.

Our clients sell within complex, technical environments and we help them take a more targeted, account-focused approach to drive revenue growth within niche markets.


You are using an outdated browser. Things may not appear as intended. We recommend updating your browser to the latest version.