Manufacturing Case Study

Do lean and focused approaches to marketing open doors for small businesses? The results of this case study suggest yes. Explore how Katie Smith’s insider knowledge and marketing expertise helped a metal manufacturing company more than double its revenue growth rates. 

What is sustainable growth? It’s the difference between building popularity with a plan or surviving on sheer luck. Just like a home, successful businesses require structural thinking. No one wants an attractive home that they fear may crumble at the slightest gust of wind. The cornerstone of the GNMC brand is trustworthiness. They took the slow, steady, and ultimately more rewarding route to success.

Step one was defining the target audience. Together with Katie, GMNC decided that — based on their level of experience and the way that they were running the business — marketing would only extend to contractors in their area. Additionally, instead of just selling material, the team decided to internally consider their service as part of the overall product to promote.

GNMC needed a complete website redesign. That was a major priority as the company used previously had left GNMC with zero ownership. Katie invited Big Storm, a highly regarded local marketing company, into the conversation, believing that this team would bring GNMC the second layer of marketing expertise they needed. Big Storm would not just redesign the website but identify brand colors, messaging, and preliminary brand guidelines that would be reviewed in years to come. 

With the help of Big Storm, Katie found ways to filter technical conversations with GNMC leadership into Search Engine Optimized pieces of content attractive to their target audience. She knew how to ask the right questions. Familiar with both builder and marketing jargon, Katie translated between GNMC and Big Storm, ensuring that all skill-based insights were respected and effectively passed on. 

Educational blog posts, Google ads, and Facebook ads—this was the extent of the outreach program during year one. Thanks, in part, to the eye-catching photography and videography by Bright Side Photography, the team was encouraged by the sustainable growth observed over the first year. Throughout it all, however, Katie kept a close eye on competitors and other influences in the market.ig Storm agreed with Katie’s strategy of never fully accepting that they knew enough. There was always room to explore another angle. No matter the stage, Katie encouraged the team to present irrefutable data and seek approval from focus group participants for all new ideas. 

Katie constantly monitored competitors in the market, those entering and those exiting. She worked closely with Big Storm to cut excess and hone the brand message. They performed A/B tests constantly. Eventually, Katie approached Jesse with a proposal to have Big Storm redesign the GNMC logo. She explained that, though the logo he designed was attractive, in this new chapter of GNMC, there was room for improvement with the legibility from a distance. Jesse was nervous. He wondered if they would lose brand recognition: a reasonable concern. Still, he put his trust in Katie. Now, he understands just how impactful that decision was.

From day one, the leadership at GNMC showed Katie the depth of its company values. Their goal was to create an environment where customers felt at home. They set out to give every customer their best service, technical knowledge, and quality products. They wanted to be a supportive part of the community and forever remain humble and kind. When the team developed an official brand book for GNMC, Katie understood that these values belonged front and center. 

Youth sponsorships and community events gradually became a large part of the GNMC marketing efforts. The team also began investing in branded merchandise (not just apparel, but little things contractors always need more of, like graph paper and drafting pencils). On the digital side, Katie worked with Big Storm to ensure the target customer is supported through each stage of their journey and that the content they consume from GNMC means something to them. 

Jesse has noticed that the phones are ringing more often at the GNMC office. Profit & Loss statements year after year show how much Katie’s marketing expertise has paid off. The increase in revenue equates to roughly five million dollars over five years.

Other Remarkable Outcomes

Credit for the data collection below goes to Big Storm.

• 100% Rise in Website Leads
• 800% Rise in Organic Search Clicks & Impressions
• 400% Rise in Website Traffic

Search Engine Optimization appears to be the most lucrative aspect of Big Storm’s marketing efforts for GNMC. The results demonstrate the resounding impact of Katie’s soft skills and ability to connect knowledgeable collaborators across multiple disciplines.

Interested in talking more about the customer journey? Let's chat.