and! Sales is a family run manufacturers sales representative business that started with a name, some big personalities and big ideas to match. The first critical decision was to ditch the industry marketing playbook. Repping manufacturers, that is taking products from manufacturers and selling it to independent retailers. With the trust of our client, we broke the mold at every opportunity.
First, we started out with comprehensive 12-month marketing plan including monthly meetings to assess the previous month’s efforts and prepare for the next one. This kind of planning ahead gets information to the customers before they even know they need it. The response was enthusiastically positive.
We understood that their was a dual customer base – the manufacturers whose lines they represent and the retailers who buy the lines – as 2 very distinct customers, and created tiered vendor packages with different levels of marketing.
For their branding, we created a logo as bold and attention-getting as the founder, which in itself was an announcement that this is definitely not business as usual. We followed up with cards, brochures, sales materials, a new website.
Thinking about customer engagement, we personalized email content. Instead of sending out a one-size-fits-all email blast, we developed a program that would customize the content of each email depending upon the location of the recipient. So an email sent to a customer in Chicago would feature photos of products imprinted with Visit Chicago. The results of this campaign were 15% above industry standards. We were off and running!
When we put those strategies together, it yielded huge results: their original 14 lines has grown to 40, they’ve tripled their showroom space in 8 years, and are now a $5million company. and! Sales has been a great client and partner, allowing us to constantly innovate, take risks, try new things, and make them better and we are still looking at bigger things in the future.
“Zynk 30 has been overall great to work with over the past 8 years! We have used them for everything from graphics for print to website development and regular updates and consistent marketing strategy development and upkeep.”

Nicholas A. Vafakas

and! Sales

Marketing Director

Unfocused, that was the one word that could best describe the marketing for Serra Bartlett Chevrolet. After conducting a brief analysis, we decided that we were up for the challenge. While some individual components are well done, in totality they had, two websites, unanswered complaints on Facebook, a Twitter account that was not listening or speaking to a relevant audience, poor Google ratings, and unaligned customer communications. This all pointed to one conclusion, no one was paying attention to how the customer experienced Serra Bartlett.
The customer experience is the only experience that counts. Zynk 30 planned, coordinated and tracked actions key to creating and following a good strategic marketing plan. With the proper plan in place, improving the customer experience was simple. Creating a strategic marketing plan drew focus to the customer experience.
Over the course of a year Zynk 30:

Created an overall marketing strategy and message

Consolidated websites

Increased customer engagement on social media through discussion and learning

Utilized online advertising to re-engage potential online customers

Created email marketing campaign to re-engage customers

Improved traffic and online engagement through website analytics

Coordinated with other service providers for TV and print advertising to create one unified message.
The best part is we trained the Serra Barlett staff to do much of this on their own, making them confident to make the customer experience a memorable one.
“My experience working with Brian was great. His work was always done exactly as specified and delivered in a timely and professional manner. He consistently gave great feedback into the en devours we were trying to accomplish. I look forward to working with him again when the opportunity presents itself.”

Doug Ducan

Chevrolet Serra Bartlett

Controller