June 11, 2012
A pioneer in the supply chain industry and first to market with many technological advances, Agentrics found its brand awareness in North America being challenged by increased competition from software giants and upstart companies in 2011. To stay ahead of these competitors, Agentrics took the first step to evolving its communications by hiring Stevens & Tate Marketing. The agency was charged with the task of defining Agentrics’ key competitive advantages and creating a strategy to promote them.
“As experts in supply chain collaboration, we understand operations, technical support and customer service,” said Kurt Johnson, Agentrics vice president of sales for North America. “As marketing experts, the agency provides a different perspective—they understand how to translate these capabilities so that they resonate with our target audience.”
“As an industry leader, Agentrics had invented much of the language for supply chain collaboration,” said Dan Gartlan, Stevens & Tate president. “However, during our research we found that competitors were increasingly sounding like Agentrics in their messaging. We decided to work as a team to find new ways to set the company apart in today’s marketplace.”
Using its competitive advantages workshop, Stevens & Tate began the process of determining Agentrics’ unique selling proposition and distinguishing its voice. Since members from different areas of the organization were involved, it allowed everyone in the group to feel invested in the process.
“The workshop made it apparent to us that how we say something—our vocabulary, lingo and the terminology we use—is just as important as what we say,” said Johnson. “Having Stevens & Tate moderate the session allowed our team to speak freely and get to the core of why we are successful.”
“Together, we were able to hone in on specific words and phrases that best tell the story of exactly what Agentrics does well,” Gartlan explained. Stevens & Tate then took that knowledge and focused on how to deliver it to potential customers.
The workshop and additional research revealed seven reasons to engage, the combination of which is unique to Agentrics. Armed with this information, the agency crafted the language and tone to be used in all marketing vehicles and created a results-driven advertising campaign to launch the new messaging. It also developed strategies for communicating Agentrics’ competitive advantages to its target audience, which included the top 100 retailers in North America and their suppliers.
“The messaging strategy changed the way we speak to our prospects, our customers and even within the company,” said Johnson. “It has helped us crystalize our vision for the next generation of supply chain collaboration. And it has kept us focused so that we convey our strengths succinctly.”
Since 2000, Agentrics has delivered supply chain optimization results for retailers and their trading partners. In September 2008, Agentrics was acquired by NeoGrid, one of Brazil's leading SaaS-based supply chain management businesses. With NeoGrid’s leadership in technology and increased research and development funding, Agentrics has transformed traditional supply chain co-managed inventory models into an innovative collaborative-managed inventory solution that allows trusted relationships to extend beyond the retail distribution center by bringing true collaboration to the store shelf.
Stevens & Tate Marketing is a full-service advertising agency offering award-winning, on-strategy creative; integrated message development; and cost-effective media planning and execution. Stevens & Tate creates focused, targeted solutions for all its clients in the business-to-business, hospitality, travel, retail, food, consumer product goods, healthcare, and real estate industries. Call 630-627-5200 for information or visit the website at http://www.stevens-tate.com.
For the original version on PRWeb visit: http://www.prweb.com/releases/prweb2012/6/prweb9560160.htm