A major capital equipment manufacturer of packaging systems for the food, medical, consumer, and industrial product markets turned to ABI to develop a total integrated marketing strategy to drive sales in new markets.

ABI immediately went to work to strengthen the company's already commanding lead in markets such as red meat. The agency also embarked on an intensive campaign to leverage the company's expertise in this enormous and highly visible market to stimulate interest from marketers of other food products such as seafood, baked goods, produce, dairy, and convenience foods.

Part of our integrated program, included a series of targeted direct mail campaigns to highlight the many packaging alternatives the company could provide to product marketers. The campaign was based on the improvements they could make to their retail products' appearance and brand image and the money they could save through lower packaging costs. Mailings repurposed select marketing public relations projects and included a cover letter to a targeted database of high-level specifiers.

ABI's campaigns helped the machine manufacturer gain solid footholds and in just one week, delivered a sale of a $200k packaging. The company is well on its way to realizing its ambitious sales growth targets, likely doubling revenues by 2007.