With decades of experience in marketing services to grow manufacturing sales, Conach has several case studies from our industrial clients. Here are a few broken down by the goal the marketing services were expected to achieve:
Goal: Generate more requests for bids.
A CNC machine shop with a primarily automotive customer base, the client needed to increase leads in other industrial markets. We developed a new logo, corporate image, and a program consisting of direct mail, follow through calls, and website.
The result was a 12% response rate from new potential customers to submit bids.
Goal: Develop a new brand and implement a proactive marketing program to increase leads and sales in specific target markets
A Kansas manufacturer of processing equipment was restructuring their company into business units to target specific markets. To start, we developed a new logo for the company and used it as a basis for target market icons to help promote each business unit’s expertise. We then designed new sales material and website focusing on the target markets.
With the sales toolbox complete, we implemented a lead generation campaign of direct mail and prospecting calls that resulted in an over 30% response in the markets.
Goal: Increase response rate for industry trade show visits.
We have completed many projects for a global manufacturer of flat roof systems, and their various sister companies, such as a tool catalog and product brochure for distributors. With those completed, they asked us to fully develop, copy write and design specific campaigns for their other companies, such as plastics manufacturer and screw manufacturer. Projects have included; brochures, catalogs, mailers, publication advertisements and trade show displays.
Our work resulted in a 9.2% response and an increase in booth visits from 26 the previous year to 185.
GOAL: Design a new identity and implement a proactive marketing program to increase leads and sales
One of our “from scratch clients”, this Georgia based client needed a complete program to engage a multi-level and proactive marketing and advertising campaign. We began by conducting market research in three targeted markets. The research allowed us to determine the best messages and markets for the campaign. Conach then developed a new logo, mascot, direct mail with prospecting calls, sales material, email campaigns, video, presentations and website.
The result has been an increase in leads from the targeted markets of 20-40% and consistent contact with current customers.
GOAL: Design a new identity and messages to incorporate into an integrated program to increase leads
An Indiana OEM manufacturer needed to update their corporate identity and develop a cohesive advertising, sales and dealer program to increase leads and sales. One result of this program was the development of a new trade show program. The pre-show campaign drove significantly more traffic to the redesigned booth, which resulted in multiple sales during the course of the show.
We have worked with this client for over five years. Their sales have grown over 300% since we began working with them.
Goal: Increase leads through direct mail, trade advertisements and prospecting calls.
The program we developed for an automated process system manufacturer in Michigan consisted of an updated corporate image, website, direct mail, trade publication, and online advertising, Internet product bulletins, trade shows, response material and prospecting calls.
The lead generation plan has garnered leads from all channels, including online banner ads, print campaigns and e-bulletins to current customers. The combination of direct mail and prospecting calls has consistently resulted in response rates between 15% to 25% requests for more information per month.
Going into this year, the client has a pipeline of opportunities equal to their annual sales when we began working with them and has experienced a 40% increase in sales over three years.
Goal: Build a cohesive marketing program with a consistent image and improved value proposition.
Working with the client, an international manufacturer and supplier of machines and consumables, we developed a program that consists of direct mail, trade publication advertising, Internet product bulletins, an e-commerce 175 page web site, trade shows and response material. Several of their in-house sales force reported at their national sales meeting of the effectiveness of the new advertising and response material. One sales representative told us that he had made contact with a potential customer over a dozen times with no success. After sending this customer the new corporate brochure we developed, he gained the opportunity to bid on work.
Thinking outside of the box, we came up with an internal marketing campaign that placed the sales managers in humorous graphics to spur the sales team to meet specific product sales goals. Each month we developed posters and emails that showed the actual sales mangers in comical situations. If the sales team reached their goal the sales manager had to do what the graphic depicted, such as slide down a slip n slide. So far, the sales team has consistently exceeded sales goals.
Goal: Develop a program to generate more requests for bids in low volume production
An injection mold shop with a primarily automotive customer base needed to increase leads in their low volume production services. We developed a new logo, corporate image, and a program consisting of direct mail, prospecting calls, and website.
The result was an average 15% response rate from new potential customers requesting information or bids.
Goal: Develop a website and trade show material within three weeks.
The challenge was that the client, a custom machine manufacturer, had no marketing material when they were invited to share a booth with a large international customer. They contracted us to develop a sell sheet and website with the show date three weeks away. Working closely with them we were able to design and deliver printed sell sheets within ten days and have the website live within eighteen days.
Working with clients throughout the Midwest and the USA, Conach Marketing Group is located in Saginaw Michigan. Our advertising agency provides business to business marketing and sales services for construction, financial, technological and industrial marketing clients.