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.
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