Question

Topic: Branding

Supertanker Or Helicopter

Posted by Anonymous on 12/19/2008 at 8:24 AM ET 125 Points
Hello,

I have just started a new project with the following status quo:

My client is an international supplier of packaging materials that only supplies a few multinational clients with high end packaging & consulting. Out of history the company is/was seen as a typical "supplier".

2 years ago they launched an initiative to change clients perceptions so they called themselves "packaging innovation center" - with no actual change in real life whatsoever. when you enter the plant it still looks rather "unsexy".

Obviously this did not work so now they have added a new unit called Design... blabla with high end designers to get via them so new business for the machines. They obviouly have the advantage of being close to production and the benefit of provided design that can be manufactured on machines (which is not given in this industry).


Now my question: Since the company is still perceived as "supplier" by clients, shall I - in order to target marketers - :

a) separate the design studio (helicopter) completely from the original company (tanker)and start from crotch - maybe with some kind of low key connection e.g. member of ...xxx

b) keep the designstudio in the plant and use it to change the whole image as supplier

What do you think and why ?

NB: Keep in mind that all of this was set up to generate new business to keep the machines in the plant running!!!

I look forward to your comments !

Robert
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RESPONSES

  • Posted by ilan on 12/19/2008 at 9:33 AM Accepted
    Everything you are talking about, and everything they did and are doing is artificial.
    People are not stupid.
    If the heart and soul of this company are not in innovation and change, its just another fraud.
    You need to sit down with the CEO and get a clear understanding of the VISION of this place.
    If he is committed and ready to work with like minded committed people in this company, you have a chance.
    Everything else is a veneer.
  • Posted on 12/23/2008 at 9:16 AM Accepted
    My question for you is - beyond receiving innovative packaging solutions, which is fairly nondescript, what does your client get out of it? Time, money, a better image? If your target position is not the business owner, what does that individual personally stand to gain?

    If you want to be viewed as more than a supplier then you must focus on what really sets you apart. It should not be a product or feature you are pushing, it should be the results you can deliver. You must make yourself an expert in that area and promote yourself as such. This is definitely something your whole company must be committed to. It should become a key aspect of your mission statement and brand as a whole.

    Before you can push your new solutions, you must set up your position to develop credibility and trust. You should have a presence wherever your key prospects do. Try submitting articles to business journals that your customers might read that disclose the problems in your industry and what business can do to avoid having these issues. You can also participate in industry blogs where you can offer some free expert advice. Make sure the articles are not self-promotions - just good and valuable insight.

    Once there is credible information available for your clients to find when they research your company, tours are a great idea if the area you are showing is impressive. Just make sure the tours focus on what your client stands to gain, how you will improve their particular business and what they personally get out of it.

    Conclusion - I think you can be successful either way - including the design features in your initial business initiatives or building it up as a separate entity. The key is going to be in your introduction. Just remember - no one cares what you can offer, they only care about what they get out of it.
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