Facts & Figures
As Parker Products launched a significant transition in their distribution model and product line, they approached us for their first major brand refresh since their founding in 1926 by I.C. Parker, creator of the “Drumstick” ice cream novelty.
After conducting a thorough competitive and industry review, surveying stakeholders, and holding an ideation session, we worked with Parker to develop a new brand and product strategy. Parker had recently partnered with a new distributor that would allow them to reach a larger audience, and so we helped them reposition and refine their product portfolio to establish their stance as a premium partner.
We supported Parker’s new position with a new visual identity: a sophisticated color palette and a logo that includes a nod to Parker’s “intriguing ingredients” with its subtle “drop” element.
PHOTOGRAPHY AND VIDEO
In order to support the new brand position and identity, we planned and executed custom photography and video to faithfully (and tantalizingly) showcase their ingredients for the baking, beverage, confectionery, dairy, and RTE & snack industries.
User Experience and Interface Design
To carry the new brand strategy through to the brand’s most important marketing asset, we also relaunched Parker’s website on a modern technological platform, with expanded options for imagery and content.
The new site featured lots of room to feature custom brand assets, including substantial video content. Additionally, it includes a lead-generation resource section and a blog that hosts frequently updated content to enhance brand credibility and increase search performance.
After less than a year, Parker’s new site brought in over 500 qualified leads, and ranks on the first page of Google for several key industry terms.
ADVERTISING CAMPAIGN AND LEAD GENERATION
Along with relaunching Parker’s web presence, we helped the company make its first appearance in industry media, developing a strategic media plan to build awareness and generate leads.
Since Parker had not participated in media before, their awareness was low, so our print advertising focused on building that aspect of brand equity. At the same time, we used digital platforms to generate leads with white papers and other digital placements.
As a result of our media management efforts, Parker averaged one earned media mention every two months—after having never been solicited for comment by the media before in their ninety-year history. Additionally, their lead-gen campaign gained the brand hundreds of qualified leads.
Trade Show Strategy
A major share of Parker’s sales efforts takes place at industry trade shows. With the new brand, the company needed a revamped booth presence, so MarketPlace helped Parker refine its approach to trade shows with a new strategy focused on demonstrating its expert position and generating leads.
SALES TRAINING AND LEAD GENERATION
We trained Parker’s staff on the new strategy and developed a visually appealing booth presence, sales tools, and capabilities presentation to support their efforts. We also supported their presence at shows with email promotions, including both pre-show campaigns aimed at increasing booth traffic and post-show campaigns that nurtured leads.
Parker’s trade show campaign grew their email database by over 100%, and their supporting email campaign achieved open and click rates that exceeded industry averages by as much as 500%.
We’ve continued to partner with Parker on content marketing and lead nurturing, delivering white papers, blog posts, and lead nurturing programs that further their position as leaders in intriguing ingredients and actively generate sales.
Parker’s revamped brand and brand assets established renewed awareness and authority in the industry as Parker looks toward its second century of doing business.
To see more of our thinking and work with B2B ingredients companies, here are some blog posts to choose from, and here are two more B2B ingredient case studies: Sensient Food Colors and International Dehydrated Foods.
SO WHAT’S NEXT?