INDUSTRIAL STRENGTH MARKETING
The Communications Group:
Industrial Manufacturing Business-to-Business Specialists
The Communications Group was incorporated in Little Rock, Arkansas, in 1987. In 2015 we opened an office in Dallas, Texas. From the beginning, our focus has been on the special marketing needs that business-to-business and industrial manufacturers face every day. We are proud to have created value and produced results for a variety of industrial business-to-business and manufacturing customers. Each of these companies design, manufacture and/or market a broad array of industry-leading products through dealers, distributors, OEMs, consulting and specifying engineers, system integrators and service companies. We provide our customers with a broad range of print and digital advertising, marketing, public relations and event services.
We Speak Industrial B2B
If you’re looking for a marketing firm that lives and breathes industrial manufacturing, then your search is over. The Communications Group specializes in working side-by-side with industrial manufacturers to develop successful communications programs that motivate customers to spec or buy their products or services. Our track record is proven…our success and experience in a wide variety of industries is unmatched:
- Oil and Gas
- Chemical Processing
- Food and Beverage
- Material Handling
- Power Generation
Full Service Performance
Motion Industries, Inc.
Industrial Parts, Supplies, Repairs and Fabrication, Inventory and Storeroom Management
Motion Industries is North America’s largest distributor of quality industrial products and services with more than 550 locations offering over 5.6 million products. Motion Industries operates in the maintenance repair and operations (MRO) replacement parts market.
From the People You Trust
The Communications Group has served as Motion’s agency-of-record since 2011 providing the following services:
• Creation, implementation, tracking and reporting of its supplier co-op advertising program
• Corporate branding and advertising programs
• Media negotiation, tracking and verification
• Digital and web advertising design, implementation and reporting
Baldor Electric Company
A Member of the ABB Group
Powering the World Since 1920
Baldor Electric Company is the largest industrial electric motor manufacturer in the world. Baldor products are sold worldwide in more than 70 countries to an almost endless group of customers, ranging from end-users to original equipment manufacturers to consulting and specifying engineers.
The Communications Group has served as the agency-of-record for Baldor Electric Company since 2002 assisting their marketing department and product managers’ efforts with the following services:
• Media negotiation, tracking and verification
• Trade publication ad designs
• Digital web ads
• Social media consulting, tracking & reporting
• Product branding and launches
• Media relations, events, editorial/ feature article programs and implementation
• Webinar development and implementation
• Annual reports
Innovation Industries Inc.
Elevator Control Panels, Signal Fixtures, Car Directional Lanterns, Car Operating Panels, Swing Returns, Key Operated Switches, Push Buttons
Innovation Industries is the recognized leader in elevator signal fixtures and push buttons in North America.
On the Button for More than 30 Years
We are proud to have been a part of Innovation’s continued success for more than 30 years by producing:
• Corporate branding campaigns
• Media Planning
• Product trade ads and literature
• Trade show booth design
• Direct mail campaigns
• Product naming and branding
• Logo design
A Division of A.O. Smith
Fiberglass Reinforced & Specialty Pipe Systems
Flexing Your Muscle
Smith Fiberglass broke from a long tradition of designing and manufacturing fiberglass reinforced piping systems when it introduced Smithflex™ – a flexible steel pipe for use in underground fuel transport applications. We developed a name and logo for the product, an introductory mailer, product catalog and trade publication ads. Smithflex ads were directed to chemical and petroleum specifiers, environmental consultants and service station product specifiers. Smith Fiberglass introduced another new product with Z•Core™ – a new fiberglass pipe that could withstand aggressive chemicals and fluids while performing in high traffic areas without damage. A two-part mailing program was developed to support the national trade publication schedule.
RESULTS: Requests for the info and sample kit greatly exceeded expectations to the point that all kits were shipped within 90 days of the campaign launch.
Two Open and Shut Cases
Orbit Valve challenged us to assist in “re-introducing” a line of valves and introduce a new line of valves manufactured for use in the oil, natural gas and petroleum industries. The TruSeal® line was developed for critical service duty in fuel manifolds and transport. The TriAx™ line was developed for high-cycle applications in the same industries. Both lines were supported with trade ads, product catalogs, direct mail programs and an award-winning digital product demonstration.
RESULTS: Within 60 days of the product’s introduction, sales exceeded production capacity.
Commercial Air Handlers
Breathe Clean & Easy
We developed the national trade ad series for the new UniFlex 39 commercial air handling system. The ads focused on the Indoor Air Quality issues and benefits of the new product for commercial applications. The ads were targeted to HVAC and specifying engineers. A direct mail series mirroring the trade ads was developed and timed with the publication of each ad. A product brochure explained in detail the Indoor Air Quality issues facing many HVAC and specifying engineers as well as building managers and architects.
RESULTS: Carrier anticipated they would be required to run two shifts to meet order expectations. Within 3 months after the product launch, orders required a third shift to be added.
Commercial & Residential Overhead Doors
The Pinch ProTech® was a new and unique residential garage door designed to protect against injury due to moving door panel joints. We created an exciting introductory campaign featuring a double-truck, ad series with trade show and public relations support.
Opening Doors to Record Growth
For 17 years, we produced a variety of materials for Windsor Door that included:
- Company logo design
- New product names, logos and promotions
- Commercial and residential product catalog sheets
- Corporate dealer recruitment – brochures – direct mail programs – sales videos
- Annual dealer meetings
- Point of purchase and trade show graphics
- Fleet graphics
- Media negotiation, tracking and verification
RESULTS: The ultimate goal was to sell this product through home improvement chains. Within one year Windsor signed an exclusive contract with Menards Home Improvement Centers.
Industrial Strength Marketing
For over 27 years, we’ve been empowering experienced and creative communicators to help organizations solve their communications, marketing & public relation problems…with an emphasis on industrial manufacturing.
We are all a sum of our life experiences. Our average employee tenure is 11.6 years. We have learned a great deal in our 30+ years of industrial manufacturing experience. Our average client tenure is 9.5 years.
Over the years, we have worked for:
iB2B Media Strategy
Million dollar plus media campaigns represent a large part of the clientele of The Communications Group’s media department. We have researched, negotiated and placed media for our business-to-business clients on a local, regional, national and international basis in a variety of broadcast media, print publications and web based providers aimed at specific market sectors for over twenty years.
The media budgets have ranged from a few thousand to over two million dollars. Media schedules have been secured with as few as one media outlet and as many as 54; needs vary by client.
Our broad range of experience includes business-to-consumer as well as business-to-business clients. We have placed media domestically and internationally – including China. Based on the target industries identified by each customer, specific categories that we have experience with placement include Aerospace/Aviation, Data Centers, Food/Pharmaceutical/Packaging, HVAC, Information Technology/Telecommunications, Logistics, Oil & Gas, Water/Wastewater, Wind Power, Green or Sustainable Building Materials, Electrical and Mechanical Power Transmission.
Targeting Decision Makers
Target audiences have included brand owners, C-title personnel, engineering, logistics, purchasing and maintenance professionals. We have worked with publishing representatives located throughout the U.S., Canada, South America, Asia, Europe and Australia.
Regional, national and international publications include titles such as Forbes, Business Week, Time Magazine, IndustryWeek, Consulting-Specifying Engineer, Plant Engineering, Control Engineering, Processing, Water and Wastewater International, Assembly and Assembly China, DC Velocity, Design World, Machine, Design, Material Handling Management, Telephony, Mission Critical, Wall Street Journal, Dallas Morning News, New Orleans Picayune, Memphis Commercial Appeal, GlobalSpec, and Thomas Register to name a few.
Our placement experience includes industry publication print ads, inserts (blown in and poly-bagged), French Gate covers, bellybands, e-newsletters, webinars, digital ads, YouTube advertising and other digital outlets.
Hosting Media from around the World
Our experience extends to hosting an annual “Media Week” for media representatives for one of our major iB2B clients. Invitations are extended to over 100 prospective media outlets to come to Little Rock to present their products to agency and client representatives. During the event, over 70 publications, representing over 30 publishers, present by appointment, with additional presentations mailed or e-mailed to the agency.
Prior to the presentations, a dossier is compiled by the media department that includes the media name, contact information, past history with the client, current circulation/audience composition information, changes of note in circulation/audience composition and a preliminary recommendation detailing the suitability of the media to the client.
Presentation by the media include an in-depth analysis of their audience, other marketing venues offered by the media (web, newsletters, video, etc.) and added value the media brings to the client. After the presentations, The Communications Group media department determines which media outlets best suit the needs of the client based on presentations, circulation/audience composition analysis, added value and editorial emphasis, negotiates best rates and placement, then compiles a recommendation for client input and approval.
At the end of each campaign, a detailed reconciliation or post buy analysis is conducted and delivered to the client outlining actual placement, added value received and editorial coverage.
If you’d like to know more about us, please call or contact us using the form below. We would be proud to create value and produce results for you.