This manufacturer of thousands of different products, were producing just one large catalog. Their
campaign needed focus, organization and consistency of delivery. We built a brand that satisfied
all of these requirements. We helped them segment their markets and produced 4 smaller catalogs
to those markets. We also categorized their locks based on the level of security needed (minimum,
moderate & maximum). Though the market was segmented, we created one consistent brand that worked
for all of them. The tagline was: The Specific Lock Needed for Precisely the Security Required.
This worked well. For example, it appealed to OEMs - they knew they would get precisely what they
needed for their design. Another market, Vending Operators, responsded to it because they could
get the specific lock needed for each of their different locations.
This brand was integrated into all marketing communications.
Results - 2000 Campaign
Revenue Increase
|
Sales Increase - 2000
|
$3,733,000
|
Profit Margin
|
6.25% before taxes
|
Gross Profit Increase
|
+ $233,312
|
|
Cost Savings |
Estimate 10% Savings in Printing Cost
(Seperate Catalogs, not one large catalog)
|
+ $8,000
|
Estimate 15% Savings in Design Costs
(Branding through the consistent use of theme and graphics)
|
+ $4,500 |
|
Result |
Profit Increase - 2000 | | $245,812 |
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email client for reference
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