Glassopolis
Glassopolis is the architectural division of a family glass company that dates back to 1912 based in Toronto, Canada. Our founding values of expert service and fast turnaround still drive us today. We offer technical architectural glass products including fire-rated glass, lead x-ray glass, high temperature glass, security glass and more.
Industry
— Services & manufacturing
— Building Materials & Construction
Branding to
— Articulate value
— Become known
— Grow marketshare
— Gain share of wallet
— Increase sales effectiveness
Services
— Brand & value proposition strategy
— Brand identity & visual systems
— Website design & development
— Advertising & promotion
The Situation
Yield Branding was hired by TecniGlas, a Canadian distributor of fire-rated glass to help them prepare for the US launch of a new product line. They had switched product manufacturers, from #1 TGP to #2 Schott and were concerned that their previous supplier might try and block the entrée into the US marketplace. As a result, they faced the enormous challenge of:
- Going head to head with their old supplier, TGP;
- Learning about the unfamiliar US market;
- Maintaining their current business in Canada.
Human catalyst
Show appreciation to the under-appreciated and the returns will be exponential.
Our Solution
Through research Yield Branding discovered that there had been a shift in how specialty glass was specified for buildings and who was responsible for the buying decision. Previously, architects had had full control on glass selection, but eventually contractors began squeezing glaziers and demanding lower prices so the glazier would have to re-spec.
We also learned that glaziers were typically under-serviced and under-appreciated mom ‘n pop operations usually receiving substandard customer service and slow payments from the glass distribution industry.
Based on this insight, we developed a business brand strategy focused on the glazier, creating functional imperatives such as 24 turn around on quotes, to emotional triggers that championed the glazier as the vital cog in the glass distribution funnel.
We started by creating a new name Glassopolis, meaning world of glass and developed an identity that celebrated the glazier as a heroic figure providing glass to their customers.
Given glaziers were not that tech savvy, most still used fax machines, we made the web site very simple and functional built around the quote application form and colour coded sections for different types of glass.
Budgets were small, so we convinced the client that the most efficient way to build awareness was through a single double page print spread in US Glass, the bible for the glaziers. The advertising was so successful that the magazine received numerous enquiries from glaziers about Glassopolis which prompted US Glass to write a cover story about the new company.
The Yield
Glassopolis’ US market share grew steadily to over 10% despite severe downturn in building starts during the 2008 recession. The ad and cover story in US Glass generated $1.5 million in equivalent impressions for an investment of only $40,000. Glassopolis’ manufacturer, Schott was so impressed with the launch and the results achieved, that they invested over $1 million in marketing co-op.