Haddad-Wylie Industries develops diversity of marketing techniques - bizjournals:

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These are the insights of James Kunkel, who has workesd with small business owners in one capacityu or another for nearly 20 yearsw at the Small Business Development Centerat St. Vincentr College in Latrobe. They also are lessonsz Haddad-Wylie Industries studied carefully as it grew intoa $10 milliom company from a $500,00o0 start-up in 2004. The early challenge for HWI was a common one forsmalp businesses: how to reach potential clients aftef getting a couple of big projects behinr you, when you have a good story to “Getting people to trust us,” is how President Heathetr Wylie describes it.
Husband Deric Haddad, who is the company’d CEO and COO, had 10 experience building clean rooms for compounding pharmacies when the companygwas formed. “He knows the language,” Wylies said. A friend provided the company’s first job lead for its inaugural project, a clean room for a Duke UniversituyHospital pharmacy. The work was completed so thequestion became, what’s the secon act? Using the office copier, HWI printeds a simple trifold brochure, whichu was mailed mostly to hospitala on the East Coast. “We killerd our copier,” Wylie said.
She followed up the mailing with telephonrcalls — a tried and true marketing Between 2005 and 2007, Wylie said she made 48,00 0 follow-up calls. “It was tedious,” she said. “Itt was very tedious.” It also worked. The simpld brochure and follow-up calld secured contracts at four University of Pittsburgh MedicalCenter hospitals, she said, as sales rose. “Fotr us, it’s a lot of relationship said Emily Gregory, who was hired in 2007 as directof of marketing and sales to developthe company’as marketing edge.
It wasn’t long before the company begamn seeing results fromthe effort, but not befores Gregory looked over the trifold brochure and scratchec her head. “This is reall y complicated andI don’t understand the she remembered thinking. The result was a letter-sized brochure, which was spiral-bound. On the the company’s services were speller out in three short andconcise sentences. Inside were colort photographs offinished jobs. Sales continued to improve thesame year, with HWI becominb a preferred vendor at the Cleveland Clinic. HWI’s marketingy efforts shifted again in 2008 with construction of a Web which coincided with the printing of a newsleejk brochure.
The Web site and brochur e allowed the company to create auniformn message, a uniform brand, Gregory said. The Web site “gavse us another outlet for people to find she said. The result was an increase in inquirie from one to two weeklyy to threeto four. Howard lab manager at South Side-based Stemnion was among HWI clients attracted by theWeb “It was very straightforward and answered a lot of he said. “It was that initial professionalism thatattracted me.” HWI begajn to try out othed marketing approaches. In 2008, company representativew beganattending one-on-one meetings with prospective clients that were arranged by a tradr group.
This strategy further boosted sales. HWI still mails out brochures followed up withtelephone calls, but now the number of requestd for information began to grow. A tippingv point had been reached, from pushing marketinf to attracting callers. “What’s nice about that is that it’ws all of a sudden pull instead of and that’s where you want to be,” said St. Vincent’s Small Business Developmentt Center’s executive director.
“You want the buzz to be out In February, HWI began telling its story in a which is sent to current andprospectived clients, about the same time the company hireed four sales representatives who tout the company whils boosting sales. HWI’s sales are expecte to reach $15 milliomn to $20 million this year as the company plotsx the next shift in itsmarketingb strategy. “We are defying the recession,” Wylies said. “Everything that this company has gotten isthroughy marketing.
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