When to Market American Success? “Mission Accomplished” in Chile.

In the wake of the rescue of the now world-recognized Chilean miners, there’s no doubt about the immense dedication and bravery shown by the people and the government of the Republic of Chile. Well done, that nation!

From the point of view of global marketing, I am repeating a post which has been traveling round the Internet. I have tried to add links to the companies involved. Let’s start with...

Schramm Inc of West Chester, PA built the drills and equipment used to reach the trapped miners: “…a Schramm T685 rig drilled the hole that located the miners, and that our T130XD rig is being used for Plan B to expedite their rescue.” Center Rock Inc, of Berlin, in the same state, built the drill bits used to reach the miners.

UPS, the US shipping company, delivered the 13-ton drilling equipment from Pennsylvania to Chile in less than 48 hours. Then crews from Layne Christensen Company of Wichita, KS, and Chilean subsidiary Geotec Boyles Bros SA worked the drilling equipment to locate and reach the miners and then enlarge the holes to ultimately rescue them.

Jeff Hart of Denver, CO came from his job drilling water wells for the US Army’s forward operating bases in Afghanistan to lead the drilling crew that reached the miners. And Greg Hall of Houston-based Drillers Supply International provided additional planning and expertise.

Atlas Copco US’s Construction and Mining Technique, Milwaukee, WI consulted about the integration of drilling equipment from different sources, so the pieces would work effectively together under differing pressure specifications.

Central California Video Engineering and Manufacturing Co of Fresno, CA designed the special cameras that were lowered nearly a mile into the ground to send back video of the miners. Zephyr Technologies of Annapolis, MD made the remote physiological status monitoring (PSM) devices that the miners wore during their ascent.

Engineers from NASA designed the “Phoenix” capsule that carried each miner to the surface: and provided medical consulting, special diets and spandex suits to maintain miners’ blood pressure as they’re brought back to the surface.

One more thing: sunglasses maker Oakley “…provided the $400-a-pair eyewear that protected the miners’ eyes from the sun they hadn’t seen in months.”

Adam Hanft, CEO of brand strategy firm Hanft Projects, has talked about the Chilean miners and marketing. The best way they can mine their 15 minutes of fame, he said, is “by being humble and letting the world fall in love with them.”

Thanks to this event in Chile, the world has seen genuine American know-how in (successful) action. We have a lot more of it than most people credit these days; now’s a pretty good time to market it all more aggressively...but humbly. Thanks to the President for pitching in.

Note: I didn’t create the bones of this post; I don’t know who did. It’s been thought-provoking, though – many thanks. Photo of the T130XD heavy-duty, heavy-hoist, carrier-mounted drill rig from Schramm. All rights reserved.