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Laser cuttingIndustrial marketing success storyKoch Group is a 40+ year old industrial marketing consulting firm providing a broad gamut of industrial marketing assistance activities to small and mid-sized manufacturers. We have specialized expertise in assisting manufacturers develop new, profitable, market opportunities. Koch Group consultants helped our client hire a new sales manager and then developed target accounts and an action plan that led to 13 new accounts in 90 days after hire. SITUATIONLocation: Midwest A client specializing in metal fabrication established a captive laser cutting division as an adjunct to their main offering of fabricating services. After several years, the general manager of this laser division had been unable to meet ownership’s growth and profitability objectives. The general manager incorrectly assumed that ‘word of mouth advertising” and a Thomas Register listing would generate enough business to make the division routinely profitable and self-sustaining. As a result of his belief, the general manager did not put effort into proactively marketing the division’s laser cutting capabilities, even though Koch Group had provided the tools and resources for marketing the division’s capabilities to the local market as directed by the parent organization.
ACTIONKoch Group consultants met with our client company’s ownership and counseled them. We indicated that if the general manager had not made the effort and commitment to proactively develop new business, it was highly unlikely this situation would change in the future. The client made a decision to replace the general manager. Koch Group developed text for the classified advertisement, recommended print and electronic media for placement, screened ad responses, provided recommendations for interview candidates, developed the interview format and questions, participated in the interview process, and provided final hiring recommendations. Our consultants identified new local area target accounts. Koch Group consultants then developed and delivered an action plan for the newly hired general manager to begin implementing immediately. Our action plan contained a step-by-step methodology for implementing the plan and included 1-page profiles for 200+ target accounts located within a 25-mile radius of the plant, bound in a book, to use for developing local market target accounts. Koch Group partners provided guidance, assistance, and oversight to implement action plan activities.
RESULTSThe newly hired general manager visited all existing accounts and ~25 target accounts as part of the developed action plan activities within his first 90 days after hire with our assistance. The client developed 13 new accounts and old existing accounts began providing additional opportunities and orders as a result of the new attention and proactive contact. The client’s order backlog rose from less than 1 week to over 2 weeks. Utilization of laser cutting machine time rose over 50% from 60% to 90+%.Next: Lighting >> 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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