2014-2021
Marketing an invention
Starting with zero and marketing to the world
It’s amazing that a simple start up can go from nothing to something – even on a shoestring – thanks to using marketing tools to their fullest extent.
Marketing an entirely new invention has specific challenges, especially when you’re competing with older, established companies. As a startup with a new solution, we faced several issues: We needed to market nationwide cheaply, quickly, and with maximum results, and we needed customers to purchase our products sight-unseen since we didn’t have a nationwide sales force to visit prospects in person.
The solution was a comprehensive, online presence, with a structured plan of additional information sent to interested prospects. Consequently, 98% of our sales were made completely online, with the remaining 2% in referrals and reorders.
Our sales process moves from general information and product offerings, to custom quotes, and finally, testimonials. Testimonials play an important role in closing sales. Recorded testimonials from happy customers are used in video, print, social media, case history flyers, and our web site.
Check out the videos below. The one on the left is for new trade show display prospects, while the one on the right is a testimonial for historical museums.
All but a handful of our customers install their mobile walls themselves, sight-unseen. This is why communication and training are key for customers, so they know precisely what to expect when their shipment arrives.
A general explainer video about our core product – modular walls.
Bite-sized information
Everyone has information fatigue, yet marketing to your demographic correctly makes content interesting.
Because of relatable content that could be easily found online, Pareti grew from a grassroots business in a garage to a 13-person crew with sales across the USA and Canada.
Creative and art direction play a part here, as well as brand management. Since our products appeal to the 20-30 year old demographic, our image must stay constantly in touch with an ever-changing market. We incorporate humor, problem solving ideas, and color to create appeal. This is combined with copious information, provided incremementally per download.
The result is a great deal of information provided in a digestable measure, at the pace of the prospect.
Pareti proves web, graphics, downloadable content, and social media can make a massive impact in an established marketplace.
Staying fresh
Pareti’s look continually changes to meet new grads, interns, and young professionals. Staying in touch and creating materials dictated by our market research helped us to create materials that appealed to the 20-30 year old prospects.
Want to see more examples from 2014-2021? Click here.
My experience is varied, however my focus has always been creating tools which result in tangible sales. It's my hope that my background can help a manufacturing company increase sales based on marketing communications, working hand-in-hand with product development, customer satisfaction, and forecasting customers' needs.
Manufacturing & Corporate
- Plant management
- HR, policy development, and people management
- Procurement
- Project managment (print and construction)
- Safety & OSHA training and enforcement
- Logistics
- Business Planning
- Presentations and general leadership
Marketing
- Content Development, SEO, SEM, PPC
- Web Design
- Product Marketing
- Marketing Management
- Brand Management
- Published author
Design
- Creative Direction & Art Direction
- High proficiency of the Adobe Suite
- CNC operation, CAM and CAD software
- Product Design
- Illustration
- Extensive experience with a huge assortment of media - print, web, billboards, packaging, displays, etc.
