Action Industrial Supply has been serving the industrial market since 1979, and have built a reputation on providing quality products and services. Because they’re a local supplier, they understand the needs of the businesses and community, and are able to provide quick solutions as well as manage local inventory for fast delivery. In addition, they have 4 retail stores that serve as local resources for safety and workwear needs.
Known as a distributor of industrial supplies, AIS happens to have 4 retail locations as well, but customers had no idea these stores were affiliated with them, much less even realized such local resources existed. They needed a new, overall brand that tied their two entities together with a consistent message. In addition, they wanted to increase awareness of the retail stores, starting with Grand Rapids.
To provide a consistent message that included the retail stores, we went to work creating a new, overall brand complete with revamped logos that made affiliation with each other more clear, a brand story and promise, a new tagline and more. Then we rolled it all out on everything from stationary to signage to a full-blown retail campaign in GR.
The Grand Rapids retail store experienced a 15% increase in sales, including 19k retail sales in a single weekend. Recognition and awareness of everything Action Industrial Supply has to offer (including retail locations) continues to rise. With the addition of a newsletter, social media, blogging, and other components, Action Supply is poised to grow even more. Get ready, Muskegon, Holland and Traverse City - your stores are next!
Action Industrial Supply and their 4 retail stores needed a unified look that represented their affiliation and reinforced Action's reputation as a local resource for quality products and exceptional service. The tagline, Supplies on Demand, communicates fast solutions. The consistent look and messaging eliminates confusion.
Brand Positioning and Development
Action Industrial Supply had an identity crisis: no one was aware they had retail stores. Their look and messaging were inconsistent with each other, causing confusion and a clash in communicating all they had to offer. Rebranding provided a unified look and feel with a clear message, establishing Action as the place to go - both online and in-store - for not only industrial supplies, but safety products and workwear as well.
Action has a whole fleet of company-owned delivery vehicles, so what better way to reveal the new brand and get the word out than to drive around with it in impossible-to-miss proportions?
Besides taking advantage of the delivery vans, we rolled out the brand in a number of other ways, including radio, social media, new signage, and unique print ads, initially targeted to the Grand Rapids audience.
Part of the strategy we developed for Action was to tell their story through video for sales calls, e-newsletters, social media, and television. We created a series of hard-hitting, in-your-face videos to promote their new brand.