MEP Utah Helps Blue Mountain Meats Increase Sales with a Unique Selling Proposition
Results
As a result of four marketing steps put into place by the MEP Utah, Blue Mountain Meats has seen immediate results in revenue, profit, and market share growth. More prospects are being contacted, a better conversion rate of prospects to customers has resulted, and increased revenue from each customer has occurred. Some of the specific quantifiable benefits to BMM are as follows:
· Sales increased by $550,000
· Retained sales by $50,000
· Cost Savings of $24,000
· One job was retained that would have otherwise been lost
· Five new jobs were created that would not have otherwise
Testimonial
"We're very pleased with the marketing system the MEP helped us put into place. We are anticipating continued growth in the future because of the system."
Testimonial Name: Scott Frost
Testimonial Title: President, Blue Mountain Meats
Products
Blue Mountain Meats (BMM), a meat and mutton processing plant, and also provides food service distribution to local and regional businesses.
Opportunity
Occasionally, the MEP Utah will turn on a call center to canvas a specific region or group of manufacturers. It was during such a market campaign that BMM responded positively to one of these calls from the call center and one of our field staff was sent out to their facility as a follow-up. There the MEP Utah field engineer conducted an on-site, overall business assessment with BMM. The assessment tool helped uncover BMM's needs and desires to increase their current market share and overall company profits.
Solution
The Utah MEP outlined a four-phase marketing strategy that was led by the MEP's Marketing Specialist.
- Uncovering a Unique Selling Proposition. Competitive and target market research as well as customer surveys were conducted to uncover ways to differentiate Blue Mountain meats from the competition. Key company staff members were interviewed as well. From this data, a Unique Selling Proposition was established that could then be implemented into the sales process.
- Integrating the USP into the Sales Process. Sales and marketing training were conducted with all the sales staff as well as the operations staff. Everyone became committed to sell and promote the same USP. Regular meetings were established between sales and operations to see that the USP was being met. Scripting and sales presentations were developed for the sales staff to use in prospecting. This increased significantly the closing or conversion rate of prospects to paying customers. A newsletter was started that could be used by the sales staff introducing the company. It was an education piece as well - but the key purpose was to differentiate Blue Mountain Meats from the competition.
- Database marketing was implemented. In this phase, systems were established for the sales staff to follow-up on prospective customers. Regular marketing efforts were put into place to send marketing promotions to current customers to increase their frequency of purchasing. Marketing was established to reach prospective customers out of the immediate geographic area but generated new leads in lieu of sending salespeople.
- Alliances and endorsements were secured in this marketing step from current customers. These endorsements were used to establish credibility for the sales staff in calling upon new customers. Direct Marketing was established through direct mail efforts to reach prospects with these endorsements. This helped to "warm up" the contact base for better success when called upon by the sales group.
Employees
50
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