DX Manufacturers & Design Forum
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2 case studies – Beyond Beautiful what can design do for Business – presentation to Canadian Manufacturers at the Design Exchnage / DX Business Forum witf RGD Ontario.
Transcript of DX Manufacturers & Design Forum
CLIENT
M-real; A European manufacturer of white paper for commercial printing.
OBJECTIVE
Launch an altogether new corporate brand and paper lines into a heavily commoditized, North American biased, merchant-laden (and shrinking) market.
RISE ABOVE COMMODITIZATION
M-real
Driving sales by high-level brand recognition
RISE ABOVE COMMODITIZATION
M-real
RISE ABOVE COMMODITIZATION
Brand persona – European iconography
M-real
RISE ABOVE COMMODITIZATION
Brand building by association – capture attention + desire
M-real
RISE ABOVE COMMODITIZATION
Credibility by example – ‘the choice of champions’
M-real
RISE ABOVE COMMODITIZATION
Proof by printed samples – order on-line
M-real
RISE ABOVE COMMODITIZATION
Paper Specifier kit – innovative format, ideal for cross selling
Swatch books – useful, usable and desirable
M-real
RISE ABOVE COMMODITIZATION
M-real
RISE ABOVE COMMODITIZATION
Print advertising – seen in all the right places
M-real
Vehicle graphics
RISE ABOVE COMMODITIZATION
– big-time exposure without the cost
M-real
Trade shows and events
RISE ABOVE COMMODITIZATION
M-real
We “Make it Real” – M-real beats commoditization – achieves leading brand status in print, online and at events
RISE ABOVE COMMODITIZATION
“We’ve achieved #1 brand status
in less than 18 months – much bigger
competitors are astounded”Jeff Tapping
President, M-Real Canada
Big Ideas Work
“Our sales are up by 10%
in a market that’s down by 7% –
our trading-up approach sets us
apart and protects our margins.Jeff Tapping
President, M-Real Canada
Big Ideas Work
CLIENT
Direct Line; A distributor of high-density filing equipment serving hundreds of independent dealers across the U.S.
OBJECTIVE
Grow sales and reward dealer loyalty with a bold new Preferred Partner Programintegrating print, Web and email.
Big ideas at work
CREATE NEW RELATIONSHIP MODELS
Direct Line
In 2005 this 216-page book shook up the industry
CREATE NEW RELATIONSHIP MODELS
Direct Line
Created for end-customers – customized for every dealer
CREATE NEW RELATIONSHIP MODELS
Direct Line
“When we started handing out the Buyer’s Guide, we saw significant increases in order sizes and more
frequent orders. Sales are up 43% over the same time last year.”
David StoutamireColonel USA Fr Ret. – Vice President,
Advanced Filing Systems Florida
CREATE NEW RELATIONSHIP MODELS
Direct Line
And then we added the Web
CREATE NEW RELATIONSHIP MODELS
Direct Line
Market-leading turn-key packages – fast and affordable
CREATE NEW RELATIONSHIP MODELS
Direct Line
Completely interactive and customized for every dealer
CREATE NEW RELATIONSHIP MODELS
Direct Line
Search Engine Optimized for Google, Yahoo, MSN and AOL
CREATE NEW RELATIONSHIP MODELS
Direct Line
Portal sites to drive even more leads to local dealers(100 dealers X 250 pages each = 250,000 optimized pages!)
“We’ve transformed our role to become a distribution and marketing partner –
driving leads to dealers in ways that no other manufacturer or distributor has.”
David DownsPresident, Direct Line Corporation
Big Ideas Work
“There were skeptics, but not anymore. We’ve seen sales growth of 30% in
2006 alone. Context has delivered in building the Team for Team Direct Line”
David DownsPresident, Direct Line Corporation
Big Ideas Work
