Concorde Distributing Inc.
Established in Abbotsford, BC, Concorde Distributing Inc. is a major distributor of high quality hearth, barbecue and agricultural products. www.concordedistributing.com
Challenge
In 2005, Concorde’s key manufacturer underwent financial difficulties, resulting in bankruptcy and acquisition by a Canadian investment organization. This left a network of 60 dealers feeling unsure of their future product line. Concorde was faced with the challenge of instilling a high level of confidence that: as a distributor they would continue to support the dealer network. They were tasked with communicating their commitment level to each and every dealer.
Process
PLINC Marketing Inc. helped Concorde do just this. With the creation and implementation of advertising and promotional material, we helped Concorde’s dealers increase consumer awareness. Through leveraging manufacturers’ promotional material, we not only assisted the dealers with their advertising efforts, we re-assured them that Concorde is dedicated to servicing them.
PLINC helped Concorde open the lines of communication between dealers and the ‘questionable’ manufacturer. We organized a “dealer day” event that facilitated dealer/manufacturer networking. The new CEO communicated the future direction of the manufacturing company; thereby instilling a level of confidence in the stability of the company. We also helped Concorde implement a “hassle free warranty policy” to reduce paper work and simplify the way dealers do business with them.
Results
Dealer confidence was, in fact, reestablished:
The company is back on target to reach their financial goals. For more information, view Concorde’s video testimonial on the home page.
Artex Fabricators Ltd.
Located in Langley, BC, Artex Fabricators Ltd. is a manufacturer of top-quality, reliable agricultural equipment. www.artexfab.com
Challenge
Artex experienced rapid growth, resulting in a lack of resources allocated toward developing marketing systems and establishing a corporate identity. Once the economy, and Artex’s growth, stabilized, the company realized this internal weakness and the resulting potential threats. In order to gain market share they needed to establish a corporate identify. With poor execution in both appearance and messaging, there was no clear vision of how to gain market share.
Before PLINC started working with the company they had all of the basic tactile marketing pieces in place:
- trade shows
- brochures
- advertisements
- sales staff
- distributors
But no gains were realized.
Process
PLINC helped this company establish a corporate brand that is unique and recognizable. Through enterprise-wide collaboration, we developed a new look and feel and coordinated strategic content across all platforms.
Results
Since utilizing PLINC’s total marketing solution, the company has experienced an astronomical increase in consumer awareness and brand recognition.
For more information, view Artex’s video testimonial on the home page.
SeaCare Mari-culture Ltd.
Located in Chilliwack, BC, SeaCare Mariculture is an importer and distributor of live salt water marine products.
Challenge
SeaCare faced the ultimate challenge: effectively communicating how their products were superior to their competitors. SeaCare’s directors felt that people needed to be educated in order to understand all of the pros and cons of buying mariculture products.
Through market research, PLINC discovered that many of their buyers agreed that that their product was superior; however, the company carried only a select few live marine products. With the cost of shipping, ‘fill rate’ of an order was extremely important, and without a large selection of product filling an order was difficult.
Process
PLINC conducted market research, compiled the data and performed a SWOT analysis. We revealed the following pertinent information:
Strengths—products were viewed as superior to the competition.
Weakness—company did not carry enough variety to justify the cost of shipping a box half full.
Opportunities—increase stock selection to increase the size of the orders to reduce shipping costs per unit.
Threats—none indicated.
What seemed to be the problem in the eyes of the directors was, in fact, not a major problem.
Results
The company expanded their stock and product selection and communicated their availability on a consistent bases = an immediate increase in orders. Read testimonial letter for more information
Nutritech Solutions
Headquartered in Abbotsford, BC, Nutritech Solutions is a developer, manufacturer and Canadian distributor of high quality dairy feed additives and supplements. www.nutritechsolutions.com
Challenge
With so many different feed additives in the marketplace, many sold with little or no results, Nutritech was faced with the challenge of changing a negative perception toward feed additive to a positive one.
The challenge was to communicate why the products sold by Nutritech were different than the others. Backed by research and trials, all of Nutritech products have a prooven tract record.
Process
PLINC compiled its findings of the market research and combined this with the information given from Nutritech Solutions’ sales team. We categorized and systematized the various products offered and their respective strategies. We ‘franchised’ the most important consumer related information into every advertising vehicle: magazine ads, direct mail outs, trade shows, dealer support materials and other sales tools maintaining a consistent look, feel and message.
Results
Through consistent marketing and a consistent message for their products, Nutritech Solutions is becoming a nationally recognized leader in the dairy feed industry. A combination of free innovative – value added services, measurable result of the additive is resulting in increased sale for all their products – one product as much as 780% in one year.
For more information view Nutritech Solutions’ video testimonial on the home page.
Clearbrook Grain & Milling Co. Ltd.
Founded in 1950 and located in Abbotsford, BC, Clearbrook Grain & Milling Co. Ltd (Dairy Department) is a manufacturer of dairy feed.
Challenge
In business for almost 50 years, Clearbrook Grain & Milling Dairy Department has an excellent understanding of their target market. However, the organization was faced with increased challenges and competition. With no marketing materials or systems, Clearbrook Grain relied solely on the skills of their sales staff to gain market share.
Process
PLINC developed a simple and highly effective marketing solution. Compiling information from the sales team, categorizing and systematizing a ‘clutter free’ message for all their products and services, the sales team quickly realized the power of succinct and powerful communication. We franchised this information across a variety of communication vehicles: magazine advertisements, direct mail outs, sales tools and trade show marketing – all communicating a consistent look and message.
Results
For the first time Clearbrook Grain & Milling Dairy Department sales team are receiving unsolicited phone calls from dairy producers - related directly to the marketing materials. The sales staff is more consistent and efficient in communicating key messages, and the training for new sales staff is drastically reduced.
For more information, view Clearbrook Grain & Milling’s video testimonial on the home page.