Brace Tool
Earning the trust of the largest oil companies in the world.
Position
Supports
Vision
Finding the right positioning unlocks the clients you never knew you can establish partnerships with.
The Story
For over 40 years, Brace Tool has been a trusted provider of superior quality downhole tools. Founded in 1983, the company specialized in manufacturing wireline/slickline equipment in North America. Being successful for many years, Brace Tool found themselves expanding their global footprint across Europe and Middle East while simultaneously expanding their product catalog.
The Challenge
Having focused on improving their internal manufacturing and expanding their global footprint, Brace Tool struggled to attract the right customers for their current business structure. Their operations was working on high quantity jobs with lower margin. Simply put, what worked for the company in the past began to cause underlying pain points today.
The Strategy
The solution wasn't to completely rebrand the company, but to reposition the company in a way that would attract higher margin customers who are willing to pay the right price for superior quality equipment. After a series of productive discovery meetings, our team discovered our higher ticket category of products and conducted analysis around the new ideal customers. And so, the repositioning project begins!
As the current head of marketing at Brace Tool, my main role is to turn the vision of the leadership team into executable marketing initiatives.
Starting With The Product Catalog
When making big changes, it's important to be internally prepared the big grand reveal. I worked closely with our sales and engineering team to audit our current product catalog. The goal for this 2-year long project was to update our product catalog to look updated and professional, have the right product technical data and updated renderings, and include the new line of products that our sales team will focus on according to strategy. Now that our product offerings are up to date, it's time to move on to our CRM.
Integrating A New CRM - Monday.com
We have to make sure that our data flow is streamlined across the board. From collecting new inquiries and creating sales orders in the front office, to procuring and fulfilling orders in the warehouse, we needed to integrate a system that would allow every team member to track customer journeys, measure KPIs, and collaborate with other teams to improve our overall customer experience. After 6 months of diligently working with all departments, I developed a bespoke Monday.com system that works for our company!
Revamping The Website
The most exciting part for this transition is the revamping of the company website as cost-effective as possible. As a multi-faceted creative, I took the responsibility to lead the entire project from design to web development. The new website must address is the following key points:
- Simplify and improve the user experience
- Provide useful product information and resources
- Set clear call to action
The results?
- A clean website that shows up on Google
- Easy to use and has the resources our customers search for
- Clear call to action without unnecessary steps
- 8% increase in organic website users
Generating Content
The last and on-going part of this entire initiative is to present the company in a manner that reflects the new brand strategy. I developed a content strategy that focuses on our new product focus, generated professional content catered to raising brand awareness, promoting products, and educating our target audience, and utilized social media and email marketing platforms to engage with our online community. Through talking head videos and equipment tutorials, we were able to gain traction and attract the interests of our ideal customers.
The Results
Since the start of our repositioning, our company has experienced a few positive impact across the different aspects of the business:
- The website is now attracting customers in line with our desired categories
- Our sales team is now able to manage incoming leads and provide enhanced customer service seamlessly through our Monday.com CRM.
- Our operations team have experienced 100% KPIs in the last 4 months
- Our global footprint is expanding across the Middle East, Europe, North Africa, and South America gaining 3 new distribution partners in the last 12 months.
Click here to view the Brace Tool website
