To fill the sales funnel before summer landscaping season, Anchor Block Company enlisted BARD for support. Their goal was to place their products top-of-mind with three key audiences: distributors, landscapers and consumers. Our strategic marketing plan outlined tactics for reaching these different audiences with a special emphasis on building consumer awareness, education and excitement and driving them to request the product from landscapers and retailers.
BARD launched a Facebook promotion that prompted visitors to “Like” Anchor Block Company and provided the chance to request a catalog or receive information about landscapers and contractors in their area.
The promotion was a solid success, increasing their Facebook fan base by over 300%. In addition, 18% of people who entered the contest requested a catalog and 10% requested information on area landscapers and contractors.
When plastic ware company, A&E Products-Catering sought to expand beyond foodservice distribution to include retail and private label, BARD knew just how to get the job done. Our strategic marketing plan included grouping products into themed categories. This allowed retailers to grasp the identities of the products and quickly understand how each fit within a category mix. We developed a more sophisticated brand look that translated to packaging and marketing materials, featuring custom, lifestyle photography for stronger emotional resonance and appeal. Then we applied consumer insights and retailer expertise to fine-tune the messaging by channel. Developing collateral for private label and consumer selling.
BARD set the table for success! Now A&E Products-Catering is positioned as an industry leader with cohesive offerings and an organized, multi-channel sales platform.
Sales reps were facing resistance in setting appointments to present the FOSS MeatScan. With a challenging economic climate, prospects balked at the price point without understanding the product’s ability to recoup revenue through accuracy. Enter BARD. We knew with the right data we could combat price sensitivity, helping FOSS and its customers increase profitability. We evaluated the farming index five-year forecast and consumer buying index, providing insights that meat production and consumer spending on meat were both on the rise. The projected increase meant any miscalculations by the “butcher’s eye” would exponentially impact profit.
Armed with this valuable data, BARD’s strategic marketing program showcased how the accuracy of the FOSS MeatScan would quickly pay for itself. As a result, overall lead generation leaped to 82%.
B2B marketing is about driving qualified leads and conversion. Reaching a B2B audience through a variety of channels is distinctly different from B2C marketing. By supporting marketing, sales and the buyer, BARD paves the way for our clients’ success.