Case Studies

Marketing

Whether you are looking to increase sales volume among existing customers or expand into new markets, Byers Market can support your business positioning and expansion goals by defining your value proposition, developing your overall brand positioning and creating sales tools for your target audiences. We also assist established companies with rolling out new products and services, by identifying compelling product features and benefits, creating product collateral and developing training materials for maximum sales results. Here are some examples of how we’ve helped launch new businesses, expand into new markets, and rollout new products:

  • Starting Small, Thinking Big: A small business unit within a large health corporation wanted to grow its market share by targeting larger companies for its employee benefit services. Relying on past experience in the insurance industry, Byers Market helped the company define their overall positioning and brand look; create a capabilities brochure, product pieces and web content for distributors and customers; and develop proposals and presentations aimed at prospects. In addition, we helped them create an internal sales culture, based on empowerment and performance.
  • Simplifying the Complex: A new medical insurer launched a unique approach by providing comparative data about provider performance to help patients make more informed health decisions. The company called upon Byers Market to help simplify the concept and to educate key audiences on its benefits. We developed a tagline, produced a capabilities brochure for brokers and employer customers, and wrote a series of newsletter articles for employees and patients.
  • Marketing Makeover: A brain injury housing and support services company wanted to update its marketing presence among referral sources and families. The company hired Byers Market to conduct a Communications Assessment to gauge current perceptions, identify strengths and determine communication needs. From there, we helped them build upon their existing strengths, while refreshing their identity with a new tagline, brand look, value story and various capabilities materials.
  • A New Approach for Older Adults: Various community-based agencies serving seniors – both metro-based and rural – asked Byers Market to develop brochures to promote new care management and caregiver services. We developed a capabilities brochure and several information pieces, each sporting a new tagline and updated look. In addition, we created materials to launch a new exercise program for rural seniors. In a related effort, we produced a tri-annual newsletter to showcase innovative research and education efforts on behalf of seniors and those that serve them.

Communications

Byers Market helps companies establish and sustain visibility with distributors, prospects, customers and consumers. We’ve developed systematic campaigns using direct mail pieces, letter libraries and e-mailers to prompt interest, followed by face-to-face presentations, special events or follow-up tools to foster relationships and reinforce key messages. Here are some examples of how we’ve helped organizations stay visible with key audiences:

  • Worthy Investment, Healthy Return: An association of community health centers seeking increased funding from the state sought help from Byers Market in making a lasting impression before, during and following its annual Day at the State Capitol. We created a compelling theme for the effort, as well as developed an information kit for legislators highlighting the growing need for and benefits of health centers serving low-income families. We also armed those health centers with facts, stats and success stories to help them maintain ongoing visibility with their local media and community groups.
  • Partners in Prevention: A non-profit health care network serving low-income families looked to Byers Market to raise awareness about health disparities and promote quality solutions for reducing risk and improving health. We developed an informational brochure for use with clinic staff and community partners, as well as several educational brochures, posters and flyers for use with patients. The effort also included news releases and health screening events.
  • Got Your Back: A back-and-neck clinic asked Byers Market to help promote its services and equipment in a memorable way. To establish the company’s playful personality and make a lasting impression, we created six themed direct mail cards to be mailed out in succession and/or used as leave-behinds on periodic sales calls.
  • Get the Basics: A sales manager with a relatively inexperienced sales team called upon Byers Market to establish sales best practices through frequent, consistent and polished materials. We created a series of turnkey campaigns, each with a personalized teaser mailer, a professional sales presentation, a product informational piece, and a follow-up mailer to reinforce key points. Each campaign was packaged and delivered to sales reps with a motivational message from the sales manager, plus instructions and expectations for use.

    • Events

    Byers Market helps organizations build a strong corporate culture with sales people and employees. We can provide theming, pre-meeting communications and onsite production for sales conferences and company events, as well as ongoing sales incentive programs to motivate results. In addition, we have helped non-profits with memorable fundraising events to engage donors. Here are some examples of events we’ve produced to help build relationships and grow the bottom line:

    • Playing to Win: A growing employee benefits company asked Byers Market to produce five of its annual sales conferences. Each year, we established a creative theme to build team, position new products and increase sales momentum. We then prepared pre-event communications, produced multi-media opening sessions and gala awards ceremonies, facilitated sales training workshops and conference booths, and developed staging elements, décor, materials and giveaways.
    • Fostering Fresh Ideas at Work: A large financial services company wanted its employees to better understand and represent its external brand, so it turned to Byers Market for tips, tools and turnkey ideas for use with small teams, across large departments, and at various locations across the country. We created an over-arching theme for the effort and developed low-cost and easy-to-implement programs, each supplemented by planning guides, promotional posters and other communications, for use by designated employee ambassadors.
    • What’s Old is New Again: A consortium of long-term care facilities wanted to reinvent its annual formal gala to appeal to a younger audience, while still paying homage to its time-honored legacy event. The new concept included a more informal dance party atmosphere with a lively tribute band that appealed to audiences of all ages. From there, Byers Market carried out event promotion that leveraged the theme in media materials and created buzz through social networking vehicles.