Bradleys, Inc. is one of the nation’s largest electric motor repair and testing facilities, and one of Corpus Christi’s fastest growing companies. In 2013, they asked East Meets West Productions to build brand positioning and a consistent look, while supporting their sales team through print advertising in industry trade journals, web marketing and email lead nurturing.
We started the Bradleys market share study by first taking a close look at brand positioning. The last brand and logo revision was executed in the 1950s. In order to design a brand that was smart and effective, we knew we had to tap into the brains of their customers. We conducted meetings with numerous customers and team members in order to learn the intrinsic value of their services. We used our learning to develop brand positioning that would function as the core of all their marketing materials moving forward. We called each major service Bradleys provides the “seven disciplines”.
Bradleys advertising budget for trade journals was virtually non-existent. The advertising that was done in these publications, was poor in execution and lacked exposure to the correct potential target customers. Our goal with Bradleys’ trade advertising was to create a presence that provided leads and functiond as a welcome educational source to industry readers.
Bradleys has a very robust database in place, we knew this because we built it by obtaining potential client lists. Our first task was to redesign the entire website. EMW’s strategy was to unleash the brand on Bradleys customers, while making the site mobile-enabled to enhance Google search rankings, and provide valuable repair and testing educational resources to potential clients. This information included repair specifications, white papers and trouble-shooting guides for plant maintenance personnel worldwide. Interactivity of request for bid forms, online registration for Bradleys’ client training programs and more was critical. Our next task was to put their message in the inboxes of their clients and potential clients. Our focus is on building a monthly email campaign to drive visitors back to the site where lead-capture forms exist. We’re proud to say that site traffic has reached record numbers since we began working with Bradleys.
As part of our offline efforts, we created a presentation the Bradleys sales team could use every day, giving their sales team a tool to use when cold calls turned into real-live leads looking for more information. We worked hand-in-hand with their management team, creating a piece that was simple, to the point, but still very informative.
Unveiling the “new” Bradleys and its brand required much more than advertising and sales team presentation to existing clients. In the past, the company exhibited in one trade show; one in which the only attendees were their competitors. By learning Bradleys’ expertise in providing critical services and the impact on potential customers, EMW defined a short list of trade shows to generate new revenue streams. We then designed a state of the art trade show booth with associated marketing materials and specialty “giveaway” items to drive new business and compile new lead lists for online and offline marketing contact.
In addition to core, traditional marketing, EMW implemented marketing tactics aimed at social media like Linked In, message boards, and editorial features in trade magazines. EMW wrote a series of articles of interest to potential clients, and placed them in international publications such as Uptime, Energy & Mining International, Industrial Maintenance & Plant Operations, and more. The result: cover features on Bradleys that drove traffic and new business to the company, and worldwide recognition as an industry leader in the repair and testing of large industrial electric motors.
Bradleys is now recognized as a leading authority on electric motor repair and testing in North America.