How does a 70-year old company reposition itself for modern competition?
If you’re an expert in simplifying complex metal fabrication assemblies and helping develop new products, you want potential customers to understand your unique capabilities. But if your company name is York Metal Spinning, you sound like one of dozens of commoditized operators. Read how York Metal repositioned itself to attract new customers and grow.
York Metal knew it was time for a major transformation. They needed to change their market position from a metal spinner to a value-adding manufacturer, and adopt a fresh and modern image. Their printed media and website were outdated, and their sales force needed new collateral in order to showcase the company’s engineering capabilities. They needed to increase sales and improve web traffic. But, York Metal didn’t have the in-house marketing expertise and resources to get these things done.
YORK METAL PRODUCTS CHOSE THE MEZZANINE GROUP FOR 3 KEY REASONS:
- They liked that Mezzanine was straightforward and honest about timelines and deliverables.
- They respected that Mezzanine did their research, listened to all of their teams and were open to learning more about their processes.
- They appreciated that Mezzanine was able to understand their technical jargon and produce marketing content that was meaningful to the manufacturing industry.
Mezzanine helped the company evaluate their current position in the global marketplace. They recognized that a new name, York Metal Products, and a complete rebranding was needed to reflect York Metal’s new manufacturing business model. Mezzanine developed fresh branding that better communicated the company’s offerings and built a winning marketing strategy to grow their market presence and generate leads.
Mezzanine Deliverables Included
Mezzanine focused on building a marketing strategy and a stronger platform for York Metal Products to communicate with customers and prospects in order to increase awareness and generate marketing-qualified conversions.
Working with Mezzanine, York Metal Products now has a completely redesigned brand image, a fresh website and a bold, innovative marketing plan in place for the future.
“The Mezzanine Group not only helped us expand into the international marketplace, they also helped us refocus our sales team and drive more traffic to our website.”
“Our experience with The Mezzanine Group was very positive. I loved how organized they were, how task driven they were and how adaptive they were to our environment.”