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Specialty fabricated metalsIndustrial marketing success storyKoch Group is a 40+ year old industrial marketing consulting firm providing a broad pallet of industrial marketing assistance activities to small and mid-sized manufacturers. Assistance activities include market research, strategic and tactical planning, plan implementation, target marketing, new market identification and qualification, existing market penetration, direct selling assistance, and trade show management. We also specialize in manufacturers' agent identification, screening and contracting. For this Chicago-area specialty metal fabricator, Koch Group consultants analyzed the current business base to determine the types of customers the client was best able to serve. Koch Group's industrial marketing strategies now account for ~40% of the firm’s sales per year. SITUATIONLocation: Illinois This specialty metal fabricator needed to find and develop new sales opportunities. The client's business historically had been centered in the Midwest with this geographic region accounting for ~90% of sales. For the past 3-4 years, sales and sales opportunities had been contracting. Sales opportunities were primarily the result of referrals and on-going business. No marketing activities were being conducted, no plan to develop new business existed, and no staff existed to pursue new opportunities.
ACTIONKoch Group consultants analyzed the current business base to determine the types of customers the client was best able to serve. We identified geographic clusters of potential customers, nationwide by state, and customer type and ranked the cluster by desirability based on the population of potential accounts. Since all items were custom, we assembled a collection of high quality photographs which demonstrated the firm’s capabilities on previous assignments. We duplicated the photos created a presentation 3-ring binders used during presentations and as la eave behind promotional item. An internal designer then took over the role as the firm's marketing representative and agreed to travel with a Koch Group consultant for up to 3 days a month to visit potential accounts in selected states. Additionally, this person was assigned responsibility for conducting required follow-up and new account service functions. A Koch Group consultant began on-going travels with the designer 2-3 days per month and visited targeted accounts. We visited 6-8 accounts per day to present the client’s capabilities and engaged in subsequent discussions that lead to immediate quote opportunities.
RESULTSSales directly traceable to the outside marketing activity now account for ~40% of the firm’s sales per year. In the first 4 months of implementation, sales from this activity exceeded $400,000 of new incremental business. The client’s business base is now nationwide. Next: Specialty Metal Products >> If you would like more information about our industrial marketing services for manufacturers and industrial service providers, please use our contact form or email us at info@kochgroup.com.
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