Felber & Felber Marketing - Case Study: Garland Floor Company

Client: Garland Floor Company

Challenge: The Garland Floor Company, an industrial, commercial and retail flooring manufacturer had conducted several direct mail campaigns where response rates were never more than one-half percent. Through additional telemarketing efforts, a startling discovery was made: although the company had good national presence with a solid reputation, the end users—the customers buying the floor—did not know their name. Instead, the end user was more aligned with the local contractor.

Solution: So Garland began experimenting with additional support for their contractors through marketing assistance. Amazingly, when direct mail was conducted using the contractor's name and Garland's, response rate more than doubled. Garland used the contractor's mailing list and provided direct mail and telemarketing support to target past customers of the contractors, resulting in several new jobs and reestablishing strong relationships. This led to a cover story in Plant Services Magazine. and photos and sidebars featuring Garland, their contractors and even the contractor's customers.
It was a great concept that deserved to be expanded. So, with our help, the "Garland By" program was born. A website was created where contractors could order sales materials, with Garland sharing in the cost of the program. Regular newsletters about the program including specific learning case histories were also sent to contractors. Templates for direct mail pieces using the power of database driven variable printing, public relations services and promotional products were displayed in an easy to follow internet-ready ordering site. For the first time, an affordable and easy to implement marketing program was available to contractors—and they took full advantage of it, to both their own and Garland's benefit.

Results: Felber & Felber Marketing continues to manage and implement the "Garland By" program, which is Garland's sole marketing effort. In May of 2005, contractors will gather for an annual training, education and fellowship conference when our staff and outside consultants will conduct additional training on the program, localized public relations and direct marketing theory.

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Felber & Felber Marketing 1869 E. Aurora Road, STE 400 Twinsburg, Ohio 44087-1972
phone: 330.963.3664 fax: 330.963.8547 toll-free: 888.963.3664 e-mail: info@felberandfelber.com

Client:	Garland Floor Company
Challenge:	The Garland Floor Company, an industrial, commercial and retail flooring manufacturer had conducted several direct mail campaigns where response rates were never more than one-half percent. Through additional telemarketing efforts, a startling discovery was made: although the company had good national presence with a solid reputation, the end users—the customers buying the floor—did not know their name. Instead, the end user was more aligned with the local contractor.
Solution:	So Garland began experimenting with additional support for their contractors through marketing assistance. Amazingly, when direct mail was conducted using the contractor's name and Garland's, response rate more than doubled. Garland used the contractor's mailing list and provided direct mail and telemarketing support to target past customers of the contractors, resulting in several new jobs and reestablishing strong relationships. This led to a cover story in Plant Services Magazine. and photos and sidebars featuring Garland, their contractors and even the contractor's customers. It was a great concept that deserved to be expanded. So, with our help, the "Garland By" program was born. A website was created where contractors could order sales materials, with Garland sharing in the cost of the program. Regular newsletters about the program including specific learning case histories were also sent to contractors. Templates for direct mail pieces using the power of database driven variable printing, public relations services and promotional products were displayed in an easy to follow internet-ready ordering site. For the first time, an affordable and easy to implement marketing program was available to contractors—and they took full advantage of it, to both their own and Garland's benefit.
Results:	Felber & Felber Marketing continues to manage and implement the "Garland By" program, which is Garland's sole marketing effort. In May of 2005, contractors will gather for an annual training, education and fellowship conference when our staff and outside consultants will conduct additional training on the program, localized public relations and direct marketing theory.