Background
PROMO WRAP Inc. provides co-packing services to major
food, beverage and health and beauty manufacturers throughout
North America. Portable saw a new opportunity to help
clients meet the growing trend toward printed shrink-film
wrapping of Multi and Variety-packs. Utilizing the client’s
own shrink film, and partnering it with a new, unique
piece of equipment, Portable felt that they could help
clients reduce packaging costs, improve time to market
and provide highly visible “Jump off the Shelf” packaging.
However, offering the service meant a substantial investment
to Portable for the equipment and a facility in which
to operate. While PROMO WRAP Inc. had contacts in
the food and beverage industry, this shrink-wrapping
service had primary appeal to a non traditional audience.
Consequently Whiting & Holmes was retained to develop
and implement an effective Marketing and Sales strategy.
The Challenge
To attract to users, raise the awareness of the new
shrink film wrapping service and get the equipment operating
at 100% capacity ASAP.
The Solution
A tightly defined audience and limited dollars meant
traditional advertising not an option. Direct Sales
was the obvious course of action but client funds were
too limited to afford a full time sales packaging specialist.
Whiting & Holmes undertook the selling task as
a part-time, full-time arrangement. We created the sales
strategy, the target lists of contacts, booked meeting
and met with prospects. We developed a sales management
approach for tracking and monitoring results and created
low-cost, effective sales materials and sales aids which
were distributed electronically and through the mail.
In less that 8 months W&H had helped secure sales
of over one million dollars. In turn, PROMO WRAP Inc.
purchased a second piece of equipment and appointed
of a full time sales person.
|
