Apex Specialized Rigging & Moving: A Case History
“I’m the new VP/GM,” he told us. “Our parent company just merged several new acquisitions into one established brand, and they hired me to run the new business. What now?”
Gary Klynsoon knew he faced a huge challenge, and key among them was that he needed to develop his digital assets and consolidate his branding, marketing, and customer communications in very short order. He called us and said, “I know I need a complete marketing reset, but I don’t know how to do it. Can you help?”
We were eager to help, based on our history with Gary. He had worked in the heavy construction industry for many years already, and he was well aware of our work in business development and industrial marketing. So, his latest challenge become ours, and we immediately began to do our research. We got to know the merged entity and devoted time to understanding the nature of their business, including their short-term goals and long-term objectives.
We proposed a comprehensive market analysis that would benchmark their branding and digital marketing against best practices and also compare their position in the market against their top competitors in the industry. Our fact-based research provided him with the clarity he needed, indicating marketing priorities, strategic alignment, and ROI.
“It was low risk,” he said to us later. “The cost for this potential insight was very reasonable, and within weeks, we were implementing our new plan.”
In this case, our research not only revealed opportunities that were previously unknown to our client, but it specifically highlighted an opportunity to lead in a key market area, which was completely unexplored by their competitors.
That was two years ago, and a lot of hard work was done to bring the digital marketing of this new business entity up to speed. But the work paid off and the results are evident. Today, this company is well on its way to a 50% increase in annual revenue.
“Our brand has never been stronger,” Gary told us recently, “and our marketing has never been more focused. In fact, we are now employing the same fact-based process to train our sales teams.”