Steinhauser is a fourth-generation family-run custom-label company that has served companies throughout the United States for nearly 120 years. They are known for their quality, their unique ability to bring a brand to life, and they are backed by experts who support their clients through every step of the printing process.
Expanding Brand Awareness in a Competitive Market
To continue their storied history of growth, Steinhauser knew they needed to expand awareness of their unique capabilities. Erin Dickman, Director of Sales & Marketing for Steinhauser shares, “Our current customers love us, but we didn’t have high awareness in the market or huge marketing budgets. We were doing a lot of marketing activity, but without a lot of consistency, and without clear goals or knowing what was working and what wasn’t. We knew we needed help, but we weren’t sure exactly where to start – that’s where CMO-OnLoan comes in.”
CMO-OnLoan’s approach of working along-side clients, meeting them where they are, building internal capabilities, making, and implementing practical plans, then graduating clients when they are ready to move forward on their own was a perfect match for Steinhauser’s needs.
Crafting a Targeted and Practical Marketing Plan
Amy Connor, Founder and CEO of CMO-OnLoan, says, “Steinhauser is this super cool brand, but that brand was not coming through clearly in their messaging. They know their brand, their business, their market, and their customers well, but their knowledge wasn’t well documented, and they spoke in different languages and in more general ways. First, we helped them clearly define their promise and secret sauce which brought clarity to their brand message and why they are so special. Next, we moved on to the ideal target. They were using targeting and messaging that was too broad, so we helped them focus on smaller, smarter, niche segments. We developed a business-driving marketing plan with KPIs (key performance indicators) that tied to business goals. We then helped them with a simple full funnel marketing plan including a weekly calendar, a content calendar, a budget – specific things they could use. We created a KPI tracker and taught them how to update it and then analyze the data to make decisions that enhance results. We updated the website and sales materials. The goal was to ensure they had everything they needed to continue on their own.”
Says Dickman, “They shepherded me the whole way. Throughout the entire process they did a great job of being clear and practical. Midway through I could see that it was shaping into a real thing - into an actionable marketing plan with clear goals, ideal target, messaging, clear KPIs and tracking. With other consultants, I would sometimes end up either feeling like nothing changed or that I was more lost than when we started. That’s not the case with CMO-OnLoan. This was by far the best experience I have ever had with a consultant. It is so reassuring to feel like you picked the right partner, finished something, and that it is making an impact.”
Building a Lasting Impact and Continued Partnership
Dickman adds, “A few months after we ‘graduated’ from CMO-OnLoan they did a check in. I randomly mentioned that we were now ready to hire a marketing coordinator. Amy said, ‘we have a job description for that position’ and instantly sent it over. I feel like I have this great resource and partner in my network.”
Amy adds, "When you work with CMO-OnLoan, you sort of get us for life. We are committed to building and growing mid-market companies and building capabilities in our clients, so we are super happy to share tools and templates with former clients when we know it will help them progress and continue to take those next steps on their own.”
Read more about this amazing company at https://steinhauserinc.com/.