How can one picture change the perception of a company known for 144,000+ parts?
After decades, a U.S.-based manufacturing company seeks to refresh its brand. The client identifies its limited primary perception by customers as a parts warehouse. Instead, the company wants to be known for its full spectrum of services as an engineering design partner with sales and support.
The first project is a new logo/tagline and corporate brochure. ThinkinBig’s observation in a concept meeting becomes an aha moment – people aren’t featured in any photos – not only in the company but also throughout the industry. A pivot to focus more on the people who make the products reveals a key differentiator that increases the brand’s value to customers.
What happens next?
ThinkinBig goes to work as idea engineers and begins to create a long-term partnership. More than the sum of its parts, the company embraces it’s engineering personality, modernizes its marketing, and remains competitive in the industry.
Here’s how ThinkinBig refreshes and modernizes an established brand…
Client
This U.S.-based passive electrical component products company serves design engineers, Original Equipment Manufacturers (OEMs), contract manufacturers, and purchasing agents with standard and custom applications.
Challenge
Refresh this legacy brand for the 21st century. Position it as a manufacturer that partners with design engineers to create passive component solutions for a variety of industries, supporting the full buyer journey from early design conversations through Requests For Qualifications (RFQs), production, and sales support.
Strategy
A deceptively simple insight reveals a powerful differentiator: modernize the brand by leading with its people and personality. Then, scale with branding and marketing systems that deliver measurable results in print, in person, and online.
Strategic Branding & Messaging
- Clarify the company’s point of difference by leading with its people, design expertise, service mindset, and credibility in a compliance-driven category.
- Put a face on the legacy brand by elevating the team’s capability, loyalty, partnership, and quirky engineering personality so the company is remembered for how it shows up, not just what it makes.
- Redesign and reframe corporate identity, messaging, collateral, and photo library to showcase the people behind the products and services.
- Conduct internal and external input (surveys/interviews) to validate what matters most to OEMs, manufacturing reps, sales distributors, and purchasing agents.
- Align four core product lines and key acquisition brands around one clear story, supported by trade show experiences and thought-leadership content that reinforces engineering depth, design services, and sales solutions.
Digital Marketing & Online Presence
- Modernize website to improve user experience, quality of traffic, and boost B2B conversion rate optimization (CRO).
- Install Customer Relationship Management (CRM), integrate with marketing automation, and build email sequences that nurture leads.
- Overhaul all Google ad Pay Per Click (PPC) campaigns, strengthen Search Engine Optimization (SEO), and use performance analytics to continually refine what’s working.
- Convert an extensive technical documentation library from pdfs to html.
- Launch an automated chatbot for product inquiries and email sequences to boost and nurture leads.
- Deploy, manage, and expand a digital footprint that includes e-newsletters, LinkedIn and Facebook, and Google Business Profile.
Reporting & Measurement
- Build an annual MarComm plan that scales to time, budget, and business priorities and keeps brand, demand, and sales enablement moving forward together.
- Create clear and repeatable reporting on deliverables and measurable outcomes (traffic quality, conversions, lead flow) tailored to various internal stakeholders.
- Systematize sales enablement with processes and automation that helps sales respond faster, cross-sell smarter, and stay consistent across every channel.
Results
The brand refresh shifts customer perception of the company from a parts warehouse to an engineering design-and-support partner. Additionally, ThinkinBig establishes a scalable brand and marketing system that stays consistent across key communication channels so the experience online matches what customers already trust in person.
By addressing core digital issues and implementing a comprehensive strategy, ThinkinBig is able to significantly improve the client’s website traffic quality and conversion rates. Publishing technical documentation attracts the right type of audience and dramatically increases qualified conversions from engineers and OEMs.
Organic traffic sees a substantial increase of 26%. Conversion rates experience a remarkable improvement of 348%.
ThinkinBig’s targeted and multi-pronged digital strategy helps to increase the quantity AND quality of traffic to the client’s website, leading to a significant increase in conversion rates and ultimately, a higher return on investment (ROI) for the client.
