Longleaf Collection, a manufacturer of hardware for interior/exterior doors and cabinetry, specializes in providing custom pieces specific to each application. While their website showed the bare bones of what they supply, the site just did not do their product line any justice or provide the customer any customization options.
Interline Creative Group’s talented web developers conceptualized, designed, and built a completely interactive experience where the user could choose any style, function, and finish offered by Longleaf and have their design-specific request transmitted for consultation and quotation.
Longleaf’s Idea Configurator is an incredibly useful tool for both the user and for Longleaf. While the user gets the benefit of being able to instantly visualize their project’s hardware, the engineers at Longleaf get to see first-hand where their industry is trending.
Interline’s full service web development department was able to take the idea of a catalog one full step further. Longleaf now has a modern and effective system for interacting with their current and potential clients. Using the Idea Configurator unlocks the design potential and enables one-of-a-kind hardware creations. With the Idea Configurator and their entire website in Interline’s hands, Longleaf’s digital presence will always be current and accessible.
Longleaf Collection, a manufacturer of hardware for interior/exterior doors and cabinetry, built a fine local reputation in North Carolina. Local interior designers, builders and high-end homeowners knew they could count on Longleaf for custom orders. Unfortunately, Longleaf’s quality custom hardware was a well-kept secret that had yet to be shared with the rest of the U.S. and Canada. Longleaf only displayed its products in a limited number of showrooms, relied on a handful of sales representatives, and had not advertised or publicized its offerings to a wider audience.
Longleaf partnered with Interline Creative Group to execute a strategy addressing all facets of the sales cycle. Key to this approach was accentuating Longleaf’s custom services. Through ads and public relations efforts, Interline differentiated Longleaf from foreign or larger domestic competitors that only provide a limited number of off-the-shelf products. Stories, such as how Longleaf custom-made the brass feet for a clawfoot tub to match the rest of a client’s décor, opened a dialogue with prospective clients and designers about the personal touch, expertise and full range of services that Longleaf offers.
In addition, Longleaf tapped Interline’s sister company, MarketNet Associates, to develop a lead management process. MarketNet built a Web-based system specific to Longleaf’s requirements, and MarketNet’s in-house telemarketers continuously generate sales leads to feed into the system. MarketNet then conducts sales pre-qualification phone interviews with prospective customers who inquire about Longleaf products through print publications, online sites or at Longleaf’s booth at trade shows. Plus, Interline’s marketing efforts take the initiative by targeting homeowners and design businesses that fit Longleaf’s key demographics.
By taking advantage of Interline’s marketing communications experience in B2C and B2B channels and MarketNet’s sales expertise, both Longleaf’s brand recognition and its sales have improved significantly. Longleaf management now recognizes that development of its quality differentiation, as well as the means to publicize and support it, will continue to be the winning formula in its product categories.
The president of Longleaf Collection, a small, U.S. hardware manufacturer, is a hands-on manager, keeping busy with tasks ranging from overseeing the factory to working alongside customers. Between those responsibilities, running another company, and wanting to grow sales, he faced serious time constraints in managing Longleaf’s independent sales force.
Marketing Representatives LLC (MRL), a division of Interline Creative Group, partnered with Longleaf and took over the president’s field sales oversight responsibilities, freeing him to focus on other matters. MRL began by assessing the effectiveness of each product representatives through in-person interviews and account review. Considered factors included traditional measures, such as sales history/volume and market penetration, as well as product knowledge and personal dedication to selling Longleaf.
MRL’s number one criterion for reps was their commitment to go beyond being basic order-takers. Reps were asked to think outside- the-box and develop partnerships for unique win-win opportunities. MRL sales managers pre-screened reps and now offer ongoing training, fresh sales leads, and other tools aimed at heading in this new direction.
Longleaf has benefited by having a reenergized sales force and an effective strategy for standing out in a crowded field. Regular training and support not only updates reps on product and sales matters, but keeps them engaged and always thinking about ways to drive sales. Longleaf reps no longer depend on tired tactics for making sales; they are now challenged to try new angles and work untapped channels.
Longleaf Collection, a custom door hardware company located in Aberdeen, NC, has an incredible array of fixtures and finishes available for their impressive line of products. They came to Interline Creative Group looking for a simple way to display what they manufacture. Inteline’s graphics department created a simple and classic poster that displayed Longleaf’s products in an elegant and informative manner.
Providing products and descriptions in an accessible brochure format is not an easy task. Longleaf Collection, a custom door hardware company located in Aberdeen, NC, needed a brochure that showcased the wide range of hardware they manufacture, as well as brief descriptions of those custom pieces. Interline Creative Group came through with a brochure that visualized each category of hardware while emphasizing the versatility of Longleaf’s products.
Located in Aberdeen, NC, Longleaf Collection is a manufacturer of high quality door hardware and bath accessories. Longleaf’s products incorporate thoughtful design and the architectural integrity of each project.