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After meeting with several of the country’s top B2B marketing agencies, Hannon Hydraulics selected SMG to transform its 35-year-old brand, help it penetrate a new highly competitive vertical market and expand globally.
As soon as Hannon engaged SMG, the Agency completed a thorough industry analysis to help the Dallas-based company identify and measure its potential to create and capture worldwide market demand for its custom engineering, industrial equipment and repair services. For nearly 10 years, SMG has been known as one of the industry’s top B2B marketing agencies (with offices in Dallas, Indianapolis, St. We’re excited to share the results of one of our top performing lead generation marketing programs.
You must have JavaScript enabled in your browser to utilize the functionality of this website. Objective: Create a series of 'color-brand-specific' advertisements to engage customers for these DayGlo fluorescent colors. Objective: Advertisement showcases the injection molding demonstration center in Strongsville, Ohio, touting local production capability. Objective: Produce a series of advertisements each presenting key product benefits for specific market sectors in coatings, plastics, printing and cosmetics. Objective: Design effective, memorable brand and corporate identities that are used consistently across all content marketing platforms.
Objective: Promote 4 strengths of IPD in 4 different advertisements focusing on IPD's 'Support', 'Innovation', 'Quality', and 'Service'.
Objective: Educate the maritime community of marketing benefits of MarineLine with full-page advertisements, for key trade magazines. Objective: Highlight and show features of Safeguard anti-slip products in an advertising campaign directed at specific markets. Objective: In this branding capabilities brochure, show strengths of ChemLine coating protecting diverse industries from chemical exposure.
Objective: In this branding capabilities brochure, show strengths of MarineLine coating protecting chemical and product tankers and their cargoes.
Objective: Create informative 'Technical Bulletins' to show how the MarineLine coating system performs for various cargo requirements. Objective: Craft a series of market-specific brochures used by the company's sales team to introduce new business insurance programs.
Objective: Design product literature that illustrates the company's medical products in use. Objective: Design interesting and eye-catching industrial literature for this supplier of quality parts for heavy duty equipment. Objective: Present company's entire line of plastic compression tube fittings in one easy to view catalog. Objective: Produce a series of brochures for the Parker Aerospace Group featuring the company's specific products for those type of aircraft.
Objective: Brochure series shows how specific Safeguard covers are used in target industries such as offshore oil platforms and the refining industry.
Objective: Targeted marketing brochure for conference planners to book meetings, conventions and retreats at Sawmill Creek Resort.
Objective: Develop a brochure to serve as a key piece of a church's building renovation and fund-raising project for its membership.
Objective: A series of print newsletters to ECKART's customers and prospects presents the graphic arts division's array of metallic products. Objective: A series of printed and hand-delivered newsletters from Integrated Medical sales team, for key referral sources (doctors and hospitals).


Objective: This mailer supports a major product introduction of new DayGlo 'Screaming' color with eye-catching fluorescent printing inks. Objective: This postcard mailer introduce two product launches at an upcoming printing trade show. Objective: A series of postcard mailings promoting the company's ability to provide savings for medical doctor and their liability insurance needs.
Objective: Create a single source digital library of all ChemLine literature, ads, mailers, technical sheets and PR articles for customers. Objective: Produce a large size pull-up display banner for a tradeshow to present ChemLine tank coatings. Objective: Illustrate via metallic printing of different images, a full range of potential ideas in the MetalFX Design Book, produced for ECKART. Objective: Create an exciting trade exhibit featuring ECKART's metallic powder coating products on display along with informative graphics. Objective: Write and produce a case study showing the effectiveness of Hempel coatings for specific applications.
The results of the partnership include the creation and launch of a new brand identity with international appeal, exposure to worldwide industrial buyers and an impressive pipeline of qualified leads attributable to SMG’s lead generation marketing program. The B2B marketing agency’s process included market research, vertical market scoring, customer segmentation, buyer profiling and competitive analysis. Since we started working with Summit in 2011, Synergy has helped this global industry leader capture its share of the $80 billion machine tool market. The output of SMG’s strategic planning process was a narrowly defined marketing objective, target audience prioritization, geographic focus and focused value proposition. If you are looking for an experienced B2B marketing agency to help your business move to the next level with proven processes for Internet marketing and lead generation marketing programs, fill out the form on this page to schedule a complimentary consultation with one of our experts.
The next step resulted in the creation of the new Hannon Offshore Drilling Equipment brand.
Within 6 months, from start to finish, SMG completed a strategic planning initiative, developed a new brand identity, launched a new SEO website, jump-started an Internet marketing and lead generation marketing program and supported Hannon’s executive team through several international tradeshows and business trips. SMG’s efforts transformed the 35-year-old manufacturer’s brand image, propelled the company into the global marketplace, established credibility in the international offshore oil drilling industry and generated qualified sales leads.
The business domain of the organisation consists of the customer groups that will be served, basic products that will be offered and the technology involved. A well- defined business mission statement should provide a view of what an organisation seeks to accomplish and the markets and customers it seeks to pursue now and in the future. BreakthroughAn additive opportunity more fully exploits already existing business resources.
The paper manufacturer who extends his marketing from the commercial printer to the office reproduction field is one such example. Additive opportunities should not be allowed to take resources away from complementary or breakthrough opportunities.The complimentary opportunity will change the structure of the business. It offers something new which, when combined with the present business, results in new total larger than the sum of its parts.
The breakthrough opportunity changes the fundamental economic characteristics and capacity of business.The story of Xerox Corporation is a breakthrough story. The Haloid Corporation (as Xerox was then called) was a very small organisation which identified the opportunity and the rest is history.Likewise the organisation must detail the threats faced. This analysis is performed so that the opportunities that have been identified have to be evaluated if they can be used by the company on the basis of S W.


Any repetitive task is de-skilled and automated and hence less risk or failure and mistakes.An industrial organisation also faces weakness. The weakness could be that the departments of the organisation are unable to work as a team.
Geographic sources of competition are becoming wider.The industrial market environment and how different factors affect the firms doing industrial marketing is show in Fig. Xerox had failed to pay attention to these new competitors and lost a huge chunk of its market as a result.3. Customer Analysis:Strategic planning is ultimately driven by the marketing perception of the strategist as to how and why customers behave as they do and how they are likely to respond to various elements of the marketing mix. Market Segmentation, Targeting and positioning:A well-developed strategy of market segmentation, targeting and positioning contributes to effective marketing planning. A single product or marketing approach cannot appeal to the needs and wants of a group of potential customers.
The Formulation of Strategy:Even though we are concerned with formulating a marketing strategy, it needs to be recognised that these strategies are dependent on business unit plans which in turn depend on the corporate strategies. At the corporate level, the decisions made are concerned principally with the corporate strategic plans and how best to develop the long- term profile of the business.This, in turn involves a series of decisions on the levels of resource allocation to individual business units according to the business unit strategies.
To analyse the present position and growth potential of these units, two of the best known business portfolio evaluation models are available.
Question marks are businesses operating in high growth markets but with a low relative market share. Stars are those products which have moved to the position of leadership in a high growth market. Harvest:Increase short term cash flows as far as possible, even at the expense of the SBUs longer term future. Industry attractiveness can be defined in terms of size and growth potential of the market, competitive structure, industry profitability and environmental impact. After the corporate and the business unit (or SBU) strategy, the marketing plan (which includes marketing strategy) should be developed at the functional level.4. The Promotional Plan:Marketing communications represent the most visible face of the organisation. The question of how the communications program is to be managed is therefore a fundamental part of the strategic marketing task. The relationships that exist between the communications or promotions mix and the other elements of the marketing mix are illustrated below in Fig.
The Distribution Plan:A significant and increasing part of many organisations is expenditure that is incurred in keeping their products on the move through the channels of distribution.
The distribution plan focusses on the set of decisions relating to the processes which are concerned with the flow of supplies, intermediaries and end users.
The success of getting orders with determines the volume and hence influences distribution planning in a significant way.Similarly, the level of customer satisfaction (which will be affected by the efficiency of distribution) will affect the placing of repeat orders. Major decision areas in channel management are formulating the channel strategy, designing the channel structure, selecting and motivating the channel members, co-ordinating channel strategy with the marketing mix and evaluating channel member performance.5. The strategists must develop understanding, a commitment and skill to deal proactively with new situations.Fig.



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