What our client faced
Gosiger is a national, family owned company in Dayton, Ohio that has successfully grown, both organically and through acquisition. It is one of the largest machine tool distributors in North America. Gosiger’s leadership recognized an opportunity to create more brand definition, differentiation and clarity internally and among customers and prospects. The array of brands, scope of services and depth of knowledge available from Gosiger had not been strongly demonstrated to the marketplace. Also, many marketing activities were taking place but at a tactical level – without an overarching strategy. Gosiger’s executive team wanted to fully leverage the energy and financial resources being expended on marketing so they came to Element Three to help develop strategies that could help guide their tactical engagements.
How Element Three helped
Element Three completed a sting operation – a full review of all Gosiger’s marketing efforts. They then fully evaluated Gosiger’s effectiveness, executional discipline and implementation mechanics and made recommendations on improvements. Tactics were then evaluated against organizational priorities for media effectiveness and by geographic region. Some individual locations had created their own materials, resulting in a fragmented brand, mixed messages, and confused customers. Element Three recommended focusing Gosiger’s budget and effort toward its highest impact opportunities. An investment had been made to strengthen sales processes and methods. So Element Three conducted research, then aligned marketing materials, experiences and engagement tactics with Gosiger’s sales process to ensure that prospective customers were thoughtfully engaged throughout the buying process. Targeted marketing materials were developed to ensure a cohesive story, a concise value proposition and the right tool for each stage in the process.
What happened
Significant gaps were identified in Gosiger’s existing web strategy. Its web site had been generating zero trackable leads monthly. Element Three deployed an updated web presence in 30 days that generated 25 leads per day. Additionally, average time spent on the site increased 153% in the first 30 days. Gosiger has focused its efforts and become more measurement based in its approach to evaluating marketing effectiveness. The sting operation report remains a guidepost for ongoing marketing efforts within Gosiger.