Increased Sales

Marco iPad app screen-1 Work & Client stories 940 x 400 pixels
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Marco Doubles Sales in First Year By Modifying Customer Buying Patterns

Marco Doubles Sales in First Year By Modifying Customer Buying Patterns

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Building product manufacturer Marco breaks long-term pattern of “low variety” sales by modifying customer buying patterns.

Marco is a North American manufacturer of high quality venting and sealing components for residential and small scale commercial metal buildings.
The company was well known by the construction industry for its deep expertise, great customer service, and consistent delivery on its commitments yet sales were stagnate.
C5 helped shift the industry’s perception of Marco from distributor to one-stop shop for an entire “weathertite system,” doubling sales in year one and quadrupling sales and profit by year four.

Discovery + Analysis
Customer research reveals audience thinks company is a distributor and that it only carries a few products.
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
Visual “system sell” introduces customers to Marco’s full line of offerings.
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 “weathertite” 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 […]

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Dayco Increases Automotive OEM and Aftermarket Sales Automatically with Digital

Dayco Increases Automotive OEM and Aftermarket Sales Automatically with Digital

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Dayco uses digital to communicate its value proposition quickly and consistently with or without presence of sales rep.

Dayco Products is an automotive OEM and aftermarket product manufacturer known worldwide.
Wanted to use digital to communicate value proposition to prospects quickly and consistently whether or not a sales representative was present.
Scanning barcode on collateral directed people to microsite featuring short video and link to Dayco’s innovative Part Finder application.
Special print brochure with LED screen embedded wows decision makers and establishes Dayco as innovator.

 Strategy + Application

High impact marketing collateral

Barcodes were designed into trade show graphics, print ads and other collateral. Ads featured parts with the with richest data; scanning the code directed people to a microsite where they could watch a short video and download Android or iOS versions of Dayco’s Part Finder app. The time from initial action to Ah-ha averaged less than two minutes.

For C-level meetings and mailings, a special printed piece was created with a thin barcode and a small LED screen was embedded in it.  When the brochure is opened, the LED screen automatically comes to life and launches a short video demonstrating the DaycoApp.  After watching the two minute piece, recipients download the DaycoApp and scan the barcode which displays a part, all of its specifications and links to supporting content.

=Results

The piece was such a huge hit, clients reported that it caused recipients to immediately get up out of their chairs and check to see if their colleagues had also received a copy of the brochure. This piece in combination with other marketing initiatives changed the automotive industry’s perception from “Dayco, Who?” to “Dayco Wow!”Sure thing, you should […]