Burd Fletcher Manufacturing
Burd and Fletcher is one of the largest paperboard manufacturers in the midwest. They produce folding and formed paper cartons used for frozen foods like ice cream and oven pizza. The 130 year old company recently made a massive investment in machinery, people, and technology in order to bring in much larger clients. They needed a B2B strategy to inform these potential clients why they were now the best choice for paperboard manufacturing.
The Challenge
Burd Fletcher’s marketing and sales team informed us their new target market was very small. There were around sixty businesses able to meet the minimum order size Burd Fletcher was looking for. While these companies knew about Burd Fletcher, they had overlooked them in the past, as at the time, Burd Fletcher’s capabilities were not suited for their size of business. While the sales team knew they could get a meeting with these potential customers, they needed a way to prove they could deliver on the following:
Capable
Capable of handling the industry’s largest order sizes.
Dependable
Dependable for both high quality and on-time delivery.
Innovative
Bringing customer insights and new packaging concepts to the conversation.
The Solution
Website redesign and video creation
Given Burd Fletcher’s strong relationships with most of their potential clients, we decided to see how we could help with the most crucial part of the sales process, the in-person meeting each sales rep would be having with the client. We redesigned their website to be used as a sales tool for these meetings. Instead of a power point, the sales rep now had a beautiful interactive tool including rich graphics, video, and carefully crafted copy effectively showcasing how Burd Fletcher was Capable, Dependable, and Innovative.