WHERE WE STARTED.
AMAMCO Tool is one of the premier manufacturers of custom carbide industrial tools in America. It started as a one-man operation back in the 1970s, and grew to a substantial operation by 2006, when we began working with them. On the basis of personal selling and handshake agreements (as well as incredible quality), AMAMCO Tool secured a blue chip customer base, including some of the world's top aerospace companies. Our task was to bring some of the components of branding to the table to support the personal selling and quality story of AMAMCO Tool.
Its consultative design process and advanced quality assurance program make AMAMCO Tool rare among its competitors. The advantage derives from the personal relationships, high levels of craftsmanship, and precision process controls.
THE BRAND CONCEPT.
"Cut with integrity."
An extremely competent brand, AMAMCO Tool colors are traditional competence colors. Consistent with a competence story, we built the web site and ad campaign around a series of case studies-hero stories in which AMAMCO Tool people made valuable contributions to customer success. The photography is simple, posed studio portraits of people holding tools, supplemented with technical tabletop shots of tools. The copy tone is simple and direct-the way engineers talk.
HOW IT TURNED OUT.
The branded AMAMCO Tool communication tools, including website, collateral materials, advertising campaign, and trade show graphics combine case studies and people stories, to communicate both the technical excellence and consultative character of AMAMCO.
The website, in conjunction with a search engine optimization initiative, generated a steady upward trend in traffic.
Collateral materials provide similar information, in a format with which more senior purchasing executives and engineers are likely to be comfortable (printed content).
In trade advertising, each AMAMCO ad tells a short case story, associated with a member of the AMAMCO Tool team.
The trade show booth and online marketing brochure continue to tell the story in a way that is accessible to the AMAMCO target audience.