Rebranding and Promotion is Like Looking Before You Leap
The Grabill Cabinet Company was the
Since 1946, Grabill Cabinets has stood for quality. In 2009, quality remained the bedrock of the company. However, it was clear that getting consumers to understand and place a dollar amount on quality was a real challenge. Spearhead walked Grabill through a sales and marketing planning process that we now call SM-art℠ Sales and Marketing. We looked at the company’s mission and how they functioned day-to-day. We evaluated their sales approach and interviewed sales staff. We studied their marketplace to understand the buyers, competitors and developing trends. We visited key dealers to get first-hand input and feedback on our findings.
The details of our findings are confidential. The essence is that we found a position in the market that Grabill could fill better than anyone. It required some re-branding and updated sales strategy but clearly, it was their future.
Rebranding is always a challenge because the change precedes the expected results. In reality, people really only adopt change once results have been experienced. Our strategy was to leverage an upcoming trade show and dealer development event. By unveiling the new branding direction at such a high profile event, it was taken seriously and people got excited. The launch included a new website, brand identity, sales collateral and an innovative design competition that would be a
We used a traditional ad agency before we met Spearhead. The difference is that Spearhead learned our business.
– Martin Heiny, President
First yearwebsite statistics – traffic up 79%, bounces down 59%, pages/visit up 30%. These metrics continue to climb including a very impressive three minutes per visit average.
- 100’s of new leads as a result of integrated advertising, email marketing
andongoing featured project updates.
- Dealer engagement is at an
- The top tier dealers are either growing or being replaced by new dealers with aggressive plans.
- Clear value proposition and market positioning
hasre-focused the sales team.
- No longer the “Best Kept Secret” – made
frontcover of KBDN as an editorial.