Challenge
Fibergrate is a global company that manufactures fiberglass reinforced plastic (FRP) gratings and railings. These products make up a very small percentage of capital improvement or construction budgets. In addition, key decision-makers are not very familiar with FRP as a viable option versus more traditional materials, and getting their attention was difficult. Fibergrate wanted to build awareness and expand adoption of its products for new applications, but they struggled with a complicated value proposition. They also faced a market shift towards commoditization due to several low-price overseas competitors.
Solution
Bridging the gap between marketing and sales was critical to increasing their visibility and telling a resonant story. Through a series of strategic development workshops, we helped Fibergrate clarify their buyer personas and develop a more emotionally resonant messaging strategy that spoke straight to the heart of their top decision-makers’ goals and challenges. With this strong foundation in place, we introduced a new tagline and mission statement, branding, a PR campaign, a website refresh, videos and sales decks.
Outcome
Fibergrate is now able to use tracking to segment online behavior between their key buyer personas and is seeing results in their efforts to penetrate their most elusive markets. The company has achieved their growth goals and continue to improve their focused efforts to battle commoditization.
We engaged Blender to help us connect our marketing to our sales teams’ efforts. Blender guided our team through strategic workshops and created a campaign to promote the new mission statement we developed during those sessions. Unlike some other experiences, Blender quickly exhibited a deep grasp of our business. Our collaboration with Blender is moving our team from tactical to strategic. I would highly recommend Blender to any company looking to move their brand, their sales, and their communication with the market to the next level.
Eric Breiner
