Gray Tools, a Canadian manufacturer of high-quality hand tools for professional trades, was looking to reinforce its premium market position and introduce their new mid-market brand to young trades people.
The game plan was two-fold. First, introduce Gray Tools to major corporations across Canada. And second, introduce the new line to the US market at a key specialty tools convention. A brand differentiated direct marketing and custom telesales campaign was developed and implemented over a number of months.
Qualified sales meetings were secured with 11% of targeted companies in Canada, many of which were large national and international companies. The new product introduction delivered over 20% of targeted attendees to the Gray Tools trade show exhibit and culminated in new product distribution relationships. The process also uncovered extensive opportunities within the market, with the company now overhauling its go-to-market strategy.
Gray Tools overhauls go-to-market strategy with 360 Leads®
Over 100 years ago, Gray Tools began domestic manufacturing of premium hand tools for professional trades people in Canada. Over the decades, the company became known for its high standards and became the de facto brand of choice for users looking for industrial use products that came with a lifetime quality guarantee.
Offshore manufacturing and a myriad of consumer brands brought significant competition and pricing pressure. It also brought a change in company direction, including a recent sale of the company to management.
New management had a new vision for Gray Tools. Their strategy was two-fold: reinforce its premium position and reconnect with its end-user customer base; and, create a new mid-market brand with a more affordable price point targeting young trades people.
The Game Plan
MRO (maintenance, repair and operations) personnel, plant managers and trades people knew that Gray Tools had a high quality product. What they might have forgotten was what makes it so good and why they should buy more when they need hand tools. The 360 Leads’ game plan – part A: introduce Gray Tools to small and major corporations across Canada, with a focus on the food and industrial MRO categories.
A brand differentiated direct marketing and custom outbound calling campaign was developed and implemented over a number of months. The aim was to secure targeted and qualified sales meetings for the Gray Tools’ sales force across Canada and drive new sales opportunities from end-users.
A pre-trade show direct marketing teaser was mailed to show attendees inviting them to pre-register online for a contest and visit the Dynamic Tools exhibit at the show.
- Sales meetings were secured with 11% of targeted companies in Canada, over a four-month period. Many of these were national and international brands with extraordinary buying potential.
- New product introduction in the US market delivered over 20% of targeted attendees to the Gray Tools exhibit and has culminated in new product distribution relationships.
- The process uncovered extensive opportunities within the market and areas for improvement with the sales force, with the company now overhauling its go-to-market strategy.
Working with 360 Leads meant, as Frank Dominguez one of Gray Tools’ owners and marketing manager says, “be prepared to be challenged both creatively and executionally”. Gray Tools continues to work with 360 Leads.