Brand Promotion
Groen:
The Groen Brand Starts Cookin’.
After an intense BrandQuest™ session, Groen was left with a clearly definable brand and purpose – and reams of new marketing materials. Together with GodwinGroup, they determined that the North American Association of Food Equipment Manufacturers Show was the perfect forum to introduce the new look and feel for the company and to communicate its aggressive new stance in the marketplace. There was only a nine-week window for developing marketing strategies behind the reveal of the new brand, which also included the commercialization of a new water treatment product.
ACTION: Nine weeks, 17 collateral pieces. The theme of the brand re-introduction, Groen’s Cookin’ Now, was used to signify the company’s aggressive sales push. Marketing materials included print ads, brochures, price lists, catalogs and a mammoth trade show booth – and all utilized GodwinGroup’s multi-dimensional range of services, including commercialization consulting, media planning and buying, interactive CD-ROM presentation and Web design, research (specifically, analyzing the role of consultants and architects in decision making), event planning and public relations.
REACTION: Groen reported increased Web activity following the NAFEM Show – as well as a 42% increase in sales activity in their fourth quarter. Not bad for a scant nine weeks of preparation.
* GodwinGroup keeps sales figures and other specific results strictly confidential for clients who are privately held companies.
THE WORK |
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