Solution
After carefully researching the company, the industry and the diverse customer base, we developed a strategy that humorously highlighted A&C's unique approach to customer service. Most of the creative executions feature real A&C employees illustrating the passion with which they help their customers find the perfect sheet of plastic. To support the advertising campaign, we created an array of online elements, sales literature pieces and exhibit materials. The combined approach opened new markets and made A&C one of the most visible brands in the industry.
Results
Aside from thousands of positive comments and even requests for reprints of many of the ads, A&C's sales nearly tripled during the course of the campaign. This is especially notable due to the timing—most plastics distributors saw their business cut in half during the severe recession that began in 2008. By contrast, A&C grew both its inventory and its geographic footprint by opening two new warehouses. The momentum also helped the company earn a spot on the Inc. 5,000 fastest growing businesses in America for three years in a row.
"We'd never contemplated what this kind of creative advertising could do for our business, and we knew that such an approach would be a first for our industry. But we decided to trust Aars | Wells, and now the advertising they've done for us has become almost as much a part of our success as our commitment to outstanding customer service. It was by far one of the best business decisions we ever made."
