From an unknown to a valuable supplier
[re: entering a new global market segment]
Custom and remanufactured precision bearings
Kaydon Bearings wanted to target mining companies globally with the offer to replace the worn-out bearings on their equipment. They could offer a better warranty and 60% savings over an OEM bearing.
Kaydon had done very little business in the mining industry. They purchased a list of 5,000 contacts from a mining publication for prospecting. They also placed ads in the mining magazine. After 2 years of calling prospects and advertising they won no new business.
Borns was in the process of rebranding Kaydon and building them a new website and stepped in to help with lead generation.
Borns determined the mining industry list that Kaydon purchased was sorely outdated. After cleansing the list, Borns augmented it with a database of 1,500 prospects in 4 continents.
The new database was used in a direct marketing campaign which was timed to culminate with MINExpo, the premier international mining show.
Due to the pre-show campaign, Kaydon closed a few sales before the show started. Kaydon also got 50% more leads at MINExpo than they typically do at shows of this magnitude.
To continue building awareness, Borns implemented a lead nurturing program. Sales to new customers has been in the millions of dollars annually ever since.
Kaydon credits Brandvertising SM for making their brand well known in the mining industry.