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New Strategic Approach and Augmented Reality Technology Gives FireKing Cutting Edge Catalog

Seeking to refresh their outdated product catalog and align it with their guiding principles, FireKing Security Group turned to the strategy experts at Highlands.

The Client

FireKing Security Group is a leading manufacturer of best-in-class security products for asset protection in retail, commercial, and home office environments, using the most innovative, advanced product development technology available.

The Challenge

FireKing was seeking a fresh approach to their previous catalog strategy that would provide genuine insights into their products and complement their innovative and advanced product technology.

The Highlands Difference

Starting with the WHERE, Highlands repositioned FireKing’s product range into vertical markets (Commercial, Home/Small Office, Education, Hospitality, etc.) so both their sales people and their customers can see HOW FireKing's products apply in their particular environment.

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Utilizing Augmented Reality (AR) through a partnership with Blippar (a leading AR and computer vision technology company), Highlands integrated interactive content for each channel and throughout FireKing’s catalog. 

Through the Blippar app, users can access and easily share further product information and content (including videos, PDF's and more) as they navigate through the catalog. This new technology redefines the way people discover, experience and interact with FireKing’s products - first showing them the WHERE and HOW and then giving them access to the product detail, or the WHAT.4

The Results

In their industry, FireKing has a first-of-its-kind, interactive catalog that is aligned with its innovative products. FireKing unveiled this cutting-edge marketing approach at NeoCon, a commercial design trade show.

“Our dealers and retailers were energized with the application and saw tremendous opportunity to bring a catalog and its products to life,” said Will Wolf, FireKing’s Executive Vice President of Office and Consumer Products. “We rely on Highlands as a strategic partner as they always bring the best ideas and execution to the table.”

Highlands is already working with FireKing to execute the second phase of this project which includes even more advanced technology innovations for their catalog as well as an in-store AR experience at one of the leading office product resellers.

Read more about Highlands’ “Not WHAT, but WHERE and HOW” approach in our recent blog post.

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Parlaying a New Brand into over $1.5M in Sales

To increase U.S. shredder sales, particularly through the Office channel, Krug & Priester partnered with Highlands to position products in front of key players.

The Client

Krug & Priester GmbH is one of the world’s largest manufacturers of shredders and cutting equipment.

The Challenge
Having partnered with Highlands to create a new brand for their shredders, Krug & Priester knew that they had to get their new marketing assets in front of key players—and shift product.

The Highlands Difference

Realizing the Office channel was already saturated with long-established brands, and that the wholesaler and dealer groups were locked for the foreseeable future, Highlands identified key channel partners that could help move the needle. Utilizing longstanding and trusted industry relationships, Highlands demonstrated the excellent products and communicated the newly created, unique brand positioning. In addition, Highlands ensured digital and print collateral (website, brochure, sell sheets and event materials) were available and on-hand, and could easily be deployed through our new partners.

The Results

Within 16 months of the launch, Krug & Priester experienced a steep upward sales curve, already surpassing our three-year sales goal with an annualized run-rate of sales of $1.6 Million, and they continue to grow. 

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Innovative Millennial Branding Increases U.S. Shredder Market Share

Seeking to boost U.S. shredder sales, particularly through the Office channel, Krug & Priester turned to the branding experts at Highlands. 

The Client 
Krug & Priester GmbH is one of the world’s largest manufacturers of shredders and cutting equipment.

The Challenge 
Seeing that the U.S. market share for their shredders was low, Krug & Priester was seeking a fresh brand for the Office channel that would stand out against the competition and complement their newly created healthcare series. 

The Highlands Difference 

Realizing the Office channel was already saturated with long-established brands, Highlands needed to communicate key shredder benefits in a new and interesting way. After extensive market research and analysis (including focus groups and competitive pricing analysis), Highlands revealed an under-served market with immense potential: Millennials.  


To reach this much larger and younger market, Highlands used key learnings to create a business strategy, a vision, mission and value proposition, and a softer, friendlier brand, including a new logo, a resonating messaging strategy, print/digital assets and website. 

Check out the videos here
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Ghent: Amazon marketing strategy increases product views + sales

To maximize Amazon sales growth, Ghent knew they needed a single point of contact to manage promotion-management strategies for eCommerce sales. The expert team at Highlands stepped in to produce double-digit increases in sales in just six months.

The Client

Ghent offers a full range of visual communications products including whiteboards, glassboards, mobiles, traditional bulletin boards, and enclosed boards, along with accessories, to personalize, add value, and enhance the customer experience.

The Challenge

With over 50 million monthly visitors, Ghent realized that developing a sales and marketing strategy on Amazon.com had overwhelming potential for incremental sales growth. Without a dedicated team to manage content, pricing, and testing of different promotional strategies, they saw gaps in competitive pricing and targeting strategies that, if filled, could showcase product strengths. 

Knowing the immense value and quality of their products, Ghent realized a new strategy was needed to increase site exposure, decrease costs, and fully realize the immense potential of their eCommerce sales in the visual communications channel.

The Highlands Difference

Highlands’ eCommerce team helped uncover value-added strengths of Ghent’s products over the competition and assisted in developing a plan to drive incremental eCommerce sales growth. 

Highlands recognized the need for product differentiation and focused on analyzing the strengths of Ghent’s product offerings, like the fact that all products are made in the USA, using premium components. By narrowing the search relevance and strategies for their products, Highlands targeted the promotions and advertising strategy to take advantage of Ghent’s competitive strengths. 

The Results

Ghent partnered with Highlands’ eCommerce team to drive incremental sales 
growth. While the company had recently seen a slight drop in eCommerce sales through Amazon, Highlands delivered an outstanding return on investment in the first six months.

With the help of Highlands, Ghent’s sales through July of 2016 had already reached a stunning 94% of the total sales for the entire previous year. 

Optimizing the product descriptions to include targeted strategies, Highlands maximized Amazon.com’s search engine priority system. Once lost among the thousands of product offerings, customers were now able to easily find the high-quality and innovative Visual Communication Products provided by Ghent, leading to significant double-digit sales growth.

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Floortex: Success with dropship program

Upscale vendor finds success with dropship program.

Beginning in 2008, Highlands leveraged relationships with retail leaders to help build Floortex into a category leader. Now averaging multi-million dollar annual sales, this upscale office and home furniture accessories company is a Highlands success story.

The Client 

Specializing in the office and home furniture accessory market, Floortex offers an unrivaled range of products to protect and extend the cleanliness and safety of surfaces. From floors to doorways and desktops, they have an extensive range of upscale polycarbonate and PVC and Eco-friendly mats to preserve every surface, both indoor and outdoor.

The Challenge 

Looking to break through to other online retailers, Floortex was limited in its relationship with Staples.com. Dealing with them directly proved challenging, especially when trying to build and manage that relationship from Floortex’s overseas headquarters. 

Floortex contacted Highlands for help breaking through and leveraging their relationship with Staples.com, and to build new assortments in other divisions such as Quill and Staples Advantage. 

The Highlands Difference 

Highlands stepped in and bridged the relationship between Floortex and Staples.com beginning early in 2008. By already having rapport established with the top retailers, the Highlands representative effortlessly reached out to the right merchants to partner with Floortex.

By tapping into the trusted reputation and solid foundation offered by Highlands’ key account executive for Staples, Floortex was able to add multiple SKUs on site and develop a best practice drop ship service resulting in repeated years of high double digit growth.

The Results 

Floortex saw explosive results, and shot to a position as a category leader for quality, upscale chair mats and similar products. Top merchants now look to them for innovative ideas, styles and features that are unparalleled by other vendors.

Starting in 2008 and continuing through 2016, Highlands has continued to expand the offering multiple times per year until Floortex’s full product assortment was well-established as a direct drop ship program with Staples.com.

With help from the expert team at Highlands, Floortex has seen an average sales increase of 40% year over year and now enjoys catalog page visibility and a prominent presence on all Staples affiliated websites.

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Tombow: Powerful social media strategy

Powerful social media strategy brings 10 x brand visibility.

Seeking to increase premium exposure, impressions, and sales, Tombow partnered with Highlands for marketing and promotions during Amazon.com’s Prime Day event. The power of social media in marketing brought higher-than-expected results. 

The Client

As an already-established industry leader in the office supplies and arts and crafts channel, Tombow offers the most innovative and finest adhesives, writing, crafting, and correction tape products on the market today. Bridging the gap between cutting-edge and affordability, Tombow maintains their status for unmatched quality and design.

The Challenge

Already well-established in the market, Tombow wanted a winning strategy for Amazon. com’s Prime Day promotion. With the limits Amazon.com places on product entries and parameters surrounding profit margins, competition is fierce during Prime Day. Only the best of the best are accepted for their Lightning Deals, which provides for a significant promotion for the Prime Day event.
With the opportunity to break more online sales records than Black Friday, Tombow sought the revenue-driving exposure of Prime Day to drive marketing and traffic conversions. Knowing the potential impact, Tombow asked Highlands to step in and leverage all available marketing strategies to make the event a success.

The Highlands Difference

Collaborating with the manufacturer’s sales and marketing teams, Highlands’ strategy included an aggressive promotion, specifically targeting a highly active social media campaign. Building awareness and creating anticipation was a key factor in the promotional planning, and a series of pre-launch buzz was a driving factor for the success.
Maximizing on that momentum, Highlands ramped up the promotion to draw attention during and after the Lightning Deal promotional period. Through targeting the right market and strategizing a hugely effective social media campaign, Highlands helped Tombow reach out and create continued awareness of the Prime Day and Lightning Deal discounts.

“The Tombow and Highlands teams came together to execute an amazing Prime Day event. Not only did we have a very successful Prime Day, we have also enjoyed sustained growth from those activities. I’m extremely proud of everyone’s efforts and collaboration to make our digital strategy such a successful one” Greg DiLaura, Director of Sales

The Results
As Highlands anticipated, leveraging social media proved a success. Tombow sold out of their Lightning Deals within three minutes. Though limited to 500 units by the rules and regulations of Amazon.com, the actual sales dollars did not reach staggering heights. However, the impressions and brand awareness of this event was priceless in driving the brand to the top of the market.
The expertise Highlands has in social media marketing and implementation is unmatched by any other sales and marketing agency. Since this powerful strategy was first implemented in early 2016, the Tombow brand has increased its brand visibility 10x over.

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