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Metal fabricating - heavy-gaugeIndustrial 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. Koch Group consultants helped our client develop an alternate identify to showcase their heavy-gauge metal fabricating capabilities that initially resulted in $7 million in new sales with the expectation of a much larger increase. SITUATIONLocation: Illinois The client is located in the Midwest provides large, heavy-gauge, fabrications and assemblies for a specific niche of the transportation industry. This market niche is populated and dominated by a handful of very large customers whose purchases are extremely cyclical. This has caused the client to have very sharp peaks and valleys in their sales and production every several years. This erratic business cycle has made it very difficult for the client to correctly staff their business or conduct long-term planning. The client selected Koch Group to work with them to help them smooth out the peaks and valleys in their business.
ACTIONKoch Group consultants worked with our client to develop a business diversification strategy that focused on identifying and developing target companies that did not operate in their current transportation market segment to identify new incremental opportunities for its heavy-gauge fabrication capabilities. The new project encompassed:
To accomplish the strategic objective, Koch Group worked with the client to develop:
Koch Group consultants used the new tools to support a proactive target-marketing program that Koch Group developed and implemented. The program consisted of identifying and profiling potential target companies in selected non-transportation market segments, qualifying and then selecting target companies to pursue, contacting these companies by mail and phone to determine their interest in either in either being acquired or purchasing heavy-gauge fabrication services. We developed and forwarded detailed contact information to our client for follow-up discussions and needed actions if a contacted company expressed interest in either potentially being acquired or having the client provide heavy gauge fabrication services.
RESULTSSales increased from nothing to over $7,000,000 annually within a 6-month period following the completion of our work. The client had developed a significant opportunity to supply heavy-gauge fabrications used to protect underground workers. The contract in place for producing these heavy-gauge fabrications is expected to significantly increase over the next few years as demand for these protective shelters increases. The company web site ranks in the Top 10 for most search engines for key search terms that had been optimized. 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.
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