 |
 |
 |
 |
|
|
 |
 |
 |
|
 |
Metal fabricatingIndustrial 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. 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 successful markets, developed target companies in extended geographic areas, qualified targets on the phone and in-person, and developed their web site. Sales have increased over 80%. SITUATIONLocation: Illinois The client company operated with a completely reactive marketing approach. Their second-generation owners believed the firm was well known and that the market was very aware of their services. They limited their promotional activities to listings in several key publications and a one-page mailer that was used to respond to inquiries. In early 2000, a multinational corporation bought the company's largest customer and they lost $500,000 of ongoing business. Sales had been flat for the previous 3 years and the company was losing an average of $125,000 per year.
ACTIONKoch Group consultants conducted market research and analyzed obtained results to identify those markets that the company was best suited to serve. We identified, profiled, and qualified local market opportunities based on market research recommendations. We also helped to develop promotional materials as sales call "leave behinds." Next, we targeted, identified, and qualified local market opportunities for sales calls. After that proved successful, we expanded the targeting in other selected regional markets. We assisted, and continue to assist, company personnel to conduct in-person sales calls. Our consultants identified and selected key associations serving target customers to obtain membership profiles and contact information. We developed and reviewed periodic direct mailings to selected members of those associations. We contacted key regional trade groups and we began inviting key guests in for facility tours. We also participated directly in formal organization meetings, providing our insight. We also wrote the content for, and developed, their web site based on the market information gleaned from our direct sales calls.
RESULTSSales increased by over $1,500,000 within an 18-month period resulting in the 1st profitable year in 3 years. The company replaced the $500,000 of sales, lost from the one large account within 9 months and these sales generated 30-40% higher profit margins than the work lost. The company has added over 200 new accounts which management directly attributes to the current marketing efforts. The company web site ranks in the Top 5 for most search engines and the Top 20 for all major search engines. Next: Metal Stamper >> If you would like more information about our industrial marketing services for manufacturers, please use our contact form or email us at info@kochgroup.com.
Services | Benefits
| Projects | Success
Stories | Presentations | FAQs
|
 |
|
||||||||||||||||||||||
