case study #1 case study #2 case study #3 case study #4
case study #1 case study #2 case study #3 case study #4
case #1 case #2 case study #3 case #4
CASE STUDY #3:
Spiral Marketers electrifies revenues of US green manufacturer by giving its customers what they want but can't get from cheap overseas alternatives
CASE STUDY #3:
Spiral Marketers electrifies revenues of US green manufacturer by giving its customers what they want but can't get from cheap overseas alternatives
CASE STUDY #3:
Spiral Marketers electrifies revenues of US green manufacturer by giving its customers what they want but can't get from cheap overseas alternatives
 
 
Ceramic lighting fixtures manufacturer selling to the B2B vertical finds a strategy to defend against inexpensive Chinese imports decimating US manufacturers by building trust with its prospects

 

Challenge:

The client initially approached us with a straightforward project: she had built up a stack of business cards through trade shows, organization memberships, and networking. The business cards were collecting dust while she conducted her sales personally.

She wanted to cultivate those leads, while also differentiating herself from competitors based on her green or sustainable manufacturing practices used in the production of her ceramic lighting fixtures.

In conducting our initial research, we discovered she faced a greater challenge: Chinese manufacturers had been devastating US lighting manufacturers through cost competition, as they had done with the entire global refrigerator and shipping container markes. Many domestic manufacturers had closed their doors, while the remaining few were also dealing with the economic downturn.

Our research also revealed many of her target audience members were aware of climate change and energy use on a surface level: they were busy business people directly involved with energy use but without the time to sift the mountains of conflicting data to easily understand how climate change and energy use were relevant to them as professionals whose work included lighting and electricity. Finally, most of them were women aged 40 to 60.

Spiral Marketers proposed that she differentiate her company not only as a sustainable/green manufacturer but as a trusted source of information concerning climate change and the environmental impact of lighting, by focusing on lighting and electricity use.

Solution:

After extensive research, we wrote two series of easy-to-read, non-technical articles about lighting, electricity production and use, and sustainability. One series focused on energy use and the other shorter series on water use. The articles featured both existing technologies as well as newer technologies then on the horizon.

Since the target audience was primarily middle-aged business women, we connected to the target audience's cultural experiences in explaining some of the more esoteric technologies in order to make them fast and easy to understand.

These were loaded into an email drip solution, which addressed her then non-existent CRM and email marketing automation, along with the leads on the neglected business cards and others already in the client's house file.

For seasonal promotions, we used the client's unused blog as a platform, used an event marketing / product launch messaging as our strategy, and copywrote shorter, lighter, themed promotions which also connected to sustainability.

Finally, the client asked us to create a promotion for her tradeshow booth presence with only five days until the show. We quickly built up followers on Twitter, then created a theme to the series of short broadcast messages via email and social media focused on the booth number, again tying it into the audience's cultural experiences. When her booth won best in show, we quickly leveraged that for the post-show messaging.

Results:

The client successfully differentiated its product line from cheaper Chinese imports through the focus on being a green/sustainable manufacturer. This made it easier both for prospects to easily remember the firm and for the client to close sales, as the sales conversation shifted away from price and focused on the very high quality of the product line appropriate for the high-end / luxury locations where they would be installed.

They built up credibility, trust, and some authority as knowledgeable or expert in sustainability and energy use.

The tradeshow promotion resulted in the client's tiny booth in the back being one of the most attended, with many visitors specifically mentioning the messages in glowing terms. A number of visitors unfamiliar with the client specifically mentioned social media in discovering and finding them. All this culminated in a handful of immediate sales after the show directly attribute to social media. Our post-show messaging generated several new large orders -- before the client had returned from the show.

And the client has "evergreen" green/sustainable content which it can continue to leverage in cultivating new leads.

Ceramic lighting fixtures manufacturer selling to the B2B vertical finds a strategy to defend against inexpensive Chinese imports decimating US manufacturers by building trust with its prospects

Challenge:

The client initially approached us with a straightforward project: she had built up a stack of business cards through trade shows, organization memberships, and networking. The business cards were collecting dust while she conducted her sales personally.

She wanted to cultivate those leads, while also differentiating herself from competitors based on her green or sustainable manufacturing practices used in the production of her ceramic lighting fixtures.

In conducting our initial research, we discovered she faced a greater challenge: Chinese manufacturers had been devastating US lighting manufacturers through cost competition, as they had done with the entire global refrigerator and shipping container markes. Many domestic manufacturers had closed their doors, while the remaining few were also dealing with the economic downturn.

Our research also revealed many of her target audience members were aware of climate change and energy use on a surface level: they were busy business people directly involved with energy use but without the time to sift the mountains of conflicting data to easily understand how climate change and energy use were relevant to them as professionals whose work included lighting and electricity. Finally, most of them were women aged 40 to 60.

Spiral Marketers proposed that she differentiate her company not only as a sustainable/green manufacturer but as a trusted source of information concerning climate change and the environmental impact of lighting, by focusing on lighting and electricity use.

Solution:

After extensive research, we wrote two series of easy-to-read, non-technical articles about lighting, electricity production and use, and sustainability. One series focused on energy use and the other shorter series on water use. The articles featured both existing technologies as well as newer technologies then on the horizon.

Since the target audience was primarily middle-aged business women, we connected to the target audience's cultural experiences in explaining some of the more esoteric technologies in order to make them fast and easy to understand.

These were loaded into an email drip solution, which addressed her then non-existent CRM and email marketing automation, along with the leads on the neglected business cards and others already in the client's house file.

For seasonal promotions, we used the client's unused blog as a platform, used an event marketing / product launch messaging as our strategy, and copywrote shorter, lighter, themed promotions which also connected to sustainability.

Finally, the client asked us to create a promotion for her tradeshow booth presence with only five days until the show. We quickly built up followers on Twitter, then created a theme to the series of short broadcast messages via email and social media focused on the booth number, again tying it into the audience's cultural experiences. When her booth won best in show, we quickly leveraged that for the post-show messaging.

Results:

The client successfully differentiated its product line from cheaper Chinese imports through the focus on being a green/sustainable manufacturer. This made it easier both for prospects to easily remember the firm and for the client to close sales, as the sales conversation shifted away from price and focused on the very high quality of the product line appropriate for the high-end / luxury locations where they would be installed.

They built up credibility, trust, and some authority as knowledgeable or expert in sustainability and energy use.

The tradeshow promotion resulted in the client's tiny booth in the back being one of the most attended, with many visitors specifically mentioning the messages in glowing terms. A number of visitors unfamiliar with the client specifically mentioned social media in discovering and finding them. All this culminated in a handful of immediate sales after the show directly attribute to social media. Our post-show messaging generated several new large orders -- before the client had returned from the show.

And the client has "evergreen" green/sustainable content which it can continue to leverage in cultivating new leads.

 

 

CASE STUDIES
  • Turns drip email marketing solution into a marketing asset
  • Turns drip email marketing solution into a marketing asset
  • Network solutions provider of leveraged distributed IP intelligence leverages and automates its existing marketing assets for greater real-time marketing intelligence ...
  • read more:
  • Collaborates with business collaboration software developer to quickly close $160,000 in new business
  • Collaborates with business collaboration software developer to quickly close $160,000 in new business
  • Early stage software developer of a business collaboration/business social networking platform wins crucial early customers and profitability to keep the momentum going ...
  • read more:
  • Electrifies revenues of US green manufacturer by giving its prospects and customers what they want but can't get from cheap overseas alternatives
  • Electrifies revenues of US green manufacturer by giving its prospects and customers what they want but can't get from cheap overseas alternatives
  • Ceramic lighting fixtures manufacturer selling to the B2B vertical gains a strategy to defend against inexpensive Chinese imports decimating US manufacturers by building trust with its prospects ...
  • read more:
  • Powers up sales of B2C energy supplement manufacturer through online direct response
  • Powers up sales of B2C energy supplement manufacturer through online direct response
  • Founder frees himself from personal selling with optimized lead generation and email marketing automation ...
  • read more:
 

 

CASE STUDIES
  • Turns drip email marketing solution into a marketing asset
  • Network solutions provider of leveraged distributed IP intelligence leverages and automates its existing marketing assets for greater real-time marketing intelligence ...
  • read more:
  • Collaborates with business collaboration software developer to quickly close $160,000 in new business
  • Early stage software developer of a business collaboration/business social networking platform wins crucial early customers and profitability to keep the momentum going ...
  • read more:
  • Electrifies revenues of US green manufacturer by giving its prospects and customers what they want but can't get from cheap overseas alternatives
  • Ceramic lighting fixtures manufacturer selling to the B2B vertical gains a strategy to defend against inexpensive Chinese imports decimating US manufacturers by building trust with its prospects ...
  • read more:
  • Powers up sales of B2C energy supplement manufacturer through online direct response
  • Founder frees himself from personal selling with optimized lead generation and email marketing automation ...
  • read more:
 

 

CASE STUDIES
  • Turns drip email marketing solution into a marketing asset
  • Network solutions provider of leveraged distributed IP intelligence leverages and automates its existing marketing assets for greater real-time marketing intelligence ...
  • read more:
  • Collaborates with business collaboration software developer to quickly close $160,000 in new business
  • Early stage software developer of a business collaboration/business social networking platform wins crucial early customers and profitability to keep the momentum going ...
  • read more:
  • Electrifies revenues of US green manufacturer by giving its prospects and customers what they want but can't get from cheap overseas alternatives
  • Ceramic lighting fixtures manufacturer selling to the B2B vertical gains a strategy to defend against inexpensive Chinese imports decimating US manufacturers by building trust with its prospects ...
  • read more:
  • Powers up sales of B2C energy supplement manufacturer through online direct response
  • Founder frees himself from personal selling with optimized lead generation and email marketing automation ...
  • read more:
 

 

CONTACT US

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mailing address:
Spiral Marketers LLC
237 Kearny Street #260
San Francisco CA 94108

email address:
billhenthorn at
spiralmarketers.com

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