Strategic Marketing Services: Heavy Industrial / Manufacturing

Heavy Industrial / Manufacturing

A mid-size developer and manufacturer of vehicles for curbside collection of recyclables were searching for a unique means of distinguishing its brand from larger competitors. Our primary research indicated that governmental solid waste officials, who otherwise might want to purchase such vehicles, often lacked the ability to justify such expenditure. SMS, therefore, conducted extensive secondary and primary research and produced a technical manual that justified, from environmental, political, and financial perspectives, collection programs that would utilize the type of products our client produced. While the content of the manual was technical, its look and readability were promotional, and copies were hand distributed to key prospects around the U.S. Gratitude for the information and for the ability to communicate it were instrumental in gaining the loyalty of buyers in communities around the country. Over time, our client realized significant sales growth from this innovative technical/marketing tool.

After conducting numerous product development and brand awareness research projects for a major manufacturer of office furniture, SMS offered our client a unique solution to its frequent research needs-the creation of a custom research panel comprising influencers, customers, and consumers. Following successful panel establishment and careful, sustained management, SMS has seen the panel radically alter our client's approach to product research. With access to approximately 500 panel members, our client can now quickly and cost-effectively gauge reactions to new concepts and products, thereby making maximum use of its research budget. Armed with reliable feedback from the marketplace, our client can make adjustments to product designs, functions, and materials as necessary, and can be confident in bringing new products to market.

Responding to an initial inquiry about developing a state-of-the-art competitive intelligence system, SMS developed and maintained a Web-based information system for an industry-leading marine engine manufacturer. The system collected, analyzed, stored, and disseminated industry and company-specific data in an accurate, timely, and actionable manner. The site was designed as a single source for important marketing, financial, product, and strategic planning information appealing to multiple functional areas within the client's organization. SMS created and tested the online competitive intelligence system while performing initial and continued competitive primary and secondary research. Over time additional feature areas such as price, product, and promotional comparisons were developed and incorporated into this world-class CI system.

An industry leader in facility management products and services related to HVAC, fire, and security systems asked SMS to conduct primary research among its customers to see how receptive they were to a new, Web-based product idea. Our qualitative research, consisting of in-person product demonstrations and in-depth interviews, yielded valuable insight into the dynamics of product positioning and pricing by customer size and segment across each of six vertical markets: hospital; commercial office building; critical environment/pharmaceutical; industrial; college/university; and K?12 school. Research outcome was used to create a vertical-market-specific sales model, which was employed during our client's successful product rollout.

Modified on 29 Jan 2002
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