Remove Price Objections: Martin Automatic

Problem
Rockford Illinois-based Martin Automatic manufactures high-end automatic roll splicers and rewinds for the printing, packaging and non-woven industries.

Though Martin's product was superior, customers looking for inexpensive solutions occasionally gravitated to their competition. We were asked, in part, to help them remove price objections because Martin was not going to lower prices or compromise margins.

Solution
We needed to differentiate Martin from the price competition and build the value of a Martin splicer to a point where the value exceeded the price. This would be an ROI campaign. The value of automatic splicing is it enables continuous production and reduces substrate waste and labor costs.

Ads promoted a minimum annual savings of $77,000 plus increased production and improved quality control. ROI calculations were made available online. The campaign focused on sustained reliability and lower cost of ownership. Case studies were written about the benefits of non-stop productivity and Martin engineering.

Results
Within a year, Martin was enjoying a 40% increase in sales. We promoted their brand in Europe and Asia, another objective of Martin management, to gain an increase of over 20% internationally.

In Year 2 of the campaign, with the emphasis on international sales, Martin enjoyed an additional 29% internationally. The company reached manufacturing capacity and the pleasant challenge of a back log of orders.

Today Martin splicers are considered the premium roll automation technology globally. Martin enjoys excellent OEM relationships with leading international press manufactures and their splicers and rewinds are often specified as OEM equipment on new press orders.