Manufacturer of venting and sealing components was looking to break long-standing “low variety” sales pattern.
Marco is a North American manufacturer of high quality venting and sealing components for residential and small scale commercial metal buildings.
Though Marco was well known by the industry for its deep expertise, great customer service, and consistent delivery on its commitments, over the years the company had fallen into a pattern of “low variety” sales.
Discovery + Analysis
Research conducted by C5 as part of a total business review revealed the company’s current marketing approach had created the impression that Marco was a distributor. And while 20 years of advertising had succeeded in creating awareness of Marco’s signature products, it did not succeed in communicating the breadth of the company’s product line.
Research also showed that of the 20% of Marco’s customer base that were driving 80% of sales, they too, were only buying one or two products.
Strategy + Application
To raise customer’s awareness of Marco’s full line of offerings, C5 created a visual “system sell” that enabled buyers to see multiple parts in the context of a whole “weathertight” system. This enabled customers to easily identify and purchase all the parts they would need for a project at one time, from one provider.
C5 also recommended Marco offer reduced shipping to customers who bought four or five products for 2-day delivery. The focus of all communications were on letting people know Marco carried more than one product.
[need clarification on the poster] If people could see one poster, would put it up. Worked with trade publication to do a poster, double truck 8-page. $12,500 and they printed it, center signature. overrun, 1,000 they paid for mailing. The same poster would have cost ten times as much if printed and distributed outside of that trade publication. And it was a hit. Marco sold two truckloads of product the day the publication came out.
The new strategy drove profound results – sales doubled in year one. In four years, Marco had sold four times that of the baseline year and their bottom line quadrupled as well.
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