Client Stories
 Health
and Beauty Aids (HBA) Product Manufacturer
The
Situation
A family-owned nail care product manufacturer had several
highly rated industry products, but were still losing market
share on a yearly basis. After meeting with them, our business
development consultants saw holes both in their supply chains
and their entire marketing strategy.
Our
Solution
Our team of experts was able to select from a group of NYICC
services to devise an ideal plan of action. This included
the development of a new website and supporting collateral
materials, as well as a series of well-received HBA trade
show appearances. The final piece was a system that allowed
the company to stay in touch with all suppliers, while being
able to conduct regular in-store promotions and industry
print advertising campaigns.
The
End Result
The company has rebranded itself into a major player in
the nail care industry. Its brand has become quite recognizable
through a relentless but necessary marketing strategy that
focused on the regular placement of a series of connected
ads featuring the company’s product lines. This technique
alone enabled the company to establish some much-needed
familiarity within the HBA industry, By opening and improving
the communication between its suppliers and resellers, the
company has taken a firm place within a very competitive
industry.
A
Worldwide Travel Outfitter
The Situation
The owner of a very successful travel outfitter chose to
go it on her own. Her plans included a new series of cruises
and other “port of all” type vacation packages.
She had contracted with a marketing agency who was familiar
with her previous company, but did not do their homework
in terms of recognizing the owner’s wish to completely
break way on her own. She had a fancy new website created,
but assumed that her existing reputation and industry connections
would be enough to push her travel agency into becoming
the industry player” she had planned for.
Our
Solution
After several consultations. We found a huge gap in the
company’s internal operations and marketing strategy.
With the tougher economic times, fewer people were taking
vacations, and those who were sought out packages that did
not compromise quality for affordability. Also, the company’s
internal trip package resellers were not doing enough to
promote the less expensive packages created specifically
for the budget-minded traveler.
In
addition, as the company itself was handling all package-related
booking, this forced the company to devote a large block
of man hours to a service that could have easily been outsourced.
We developed a series of on and offline marketing programs,
including several trade show appearances that spoke directly
to the customer, offering budget trip packages that still
focused on quality. Finally, we convinced the company to
recruit a firm that specialized only in third-party, travel
agency vacation package processing and ticketing.
The
End Result
Over the last year and a half, even with the tougher economy,
the company has experienced a marked increase in the sale
of its budget packages, as well as a strong upswing of interest
in the various cruise ship packages it has added to its
set of trip package options. The company has recruited a
ticketing partner that removes some of the all-in-one burden
that was holding the company back in terms of its true growth
capacity.
 Have
questions about how the process works? Contact
us and one of our business development professionals
will assist you.
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