Case Study: Smart Marcomm Strategy Enables Precision Manufacturer to Nearly Double Sales in One Year

by Stephanie G. Hlavin

Published on January 16, 2007

Tags: B2B Marketing, Branding, Case Studies, Collaboration, Customer Relationships, Positioning, Websites, Word of Mouth

In the world of engineers, where numbers and measurable impacts reign supreme, marketing communications may seem like a bunch of mumbo jumbo, a pointless exercise in corporate frivolity. But not to electronics components manufacturer Minco.

Challenged by the company's president to increase sales and the workforce 50% over five years, Minco first invested in marketing communications to spread the vision, increase alignment, and build the brand among employees. Just one year after kicking off the branding and marketing campaign, Minco has grown both sales and the workforce by 43%.

Company: Minco

Company location: Minneapolis, MN

Contacts: Mary Rapaport, Global Marketing Director, Minco; Chris Schermer, Partner and Director of Client Strategy, Schermer Kuehl B2B Marketing Agency

Industry: Manufacturing (B2B)

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Stephanie G. Hlavin is a freelance writer who has been writing about software and technology for over 10 years. She can be reached at shlavin@nc.rr.com.

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