Where Manufacturing Matters

Increase Manufacturing Sales: A Video Marketing Case Study

Posted by Chris Karel on May 19, 2017 9:20:00 AM

Diamond Metals Distribution, Over a Decade as a WIRE-Net Member

Mike Marrapese, President of Diamond Metals Distribution, Inc., approached Cinécraft Productions with a problem. He wanted to make a video to promote his company's competitive advantage, extend the reach of their sales force, and authenticate their position in the manufacturing industry.

Located in Cleveland, Ohio, Diamond Metals is a single-source supplier for tool steels, powdered metals, alloys, and hot rolled steel. They specialize in providing tight-tolerance pre-squared blocks, machined on all six sides. Thanks to state-of-the-art machinery, they have earned a reputation for delivering an entire bill of materials in the time it takes their competitors to quote a job.

Three factors made his goal especially challenging.

  1. Diamond Metals had never worked with a studio to create a video
  2. There was resistance within the organization to spend marketing dollars on a video
  3. The video had to highlight the exciting innovations in the manufacturing industry

Historically, Diamond Metals marketed their capabilities with paper collateral, print advertising, and tradeshows. Each of these methods yielded successful results with many customers, but to grow even more Mike felt like he needed to bring people to Diamond Metals for a tour. This didn't seem feasible. Could video provide a similar result?

Cinécraft, a Cleveland-based video production company, suggested a narrated video that showcased Diamond Metals' innovative technology, communicated their capabilities, and called the viewer to act. The video was posted online and distributed at tradeshows and on sales calls.

Sales Up, Energy Up

"The video was the best thing we ever did," says Mike. We had been trying to explain to so many potential customers what we could do for them – places we'd been calling on forever. Then we showed them the video. Sales are up 20%. We've added new reps to our team, and our existing reps are more energized. The video is our primary sales tool."

Diamond Metals' return on investment continues to climb. With their products and capabilities clearly communicated in the video, the company can now promote their competitive advantage in new geographic locations, and their industry position has strengthened. Resistance to spending money on a video has turned into, "I'd wished we'd done it sooner."

Remember Mike's request, that the video highlight Diamond Metals' exciting manufacturing innovations? See for yourself if the challenge was met.

TELL YOUR COMPANY STORY! We will feature a WIRE-Net industrial member in our newsletter each month. Member Felber PR & Marketing has volunteered to write the story of YOU. Tell us about your company, its colorful history, and what makes your business successful. It's easy and you don't have to be a writer. Simply answer some questions and presto! New Member Cinécraft Productions has also volunteered to produce a few select videos. Interested? Contact Mari-Elen Sammon.

Topics: Diamond Metals Distribution, Inc., Member Profile

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