What was the situation?
Thomas & Betts, a leading designer and manufacturer of electrical components, needed to generate renewed interest in one of their established brands, Sta-Kon®. Sta-Kon is a leader in the wireless connector industry, but it had been some time since they’d made noise about their products. Their leadership team decided it was time to remind the market about their product quality and get customers excited about their offering.
How did Oden help?
After talking with the team, it was clear we needed to inject some energy into the sales pieces—to give the sales force something to excite both themselves and their customers.
They challenged us to reimagine how a sales piece could be approached and encountered. “We knew it needed to be educational and informative, but those are table stakes,” says Bret Terwilleger, Chief Creative Officer. “We wanted to create something that would be emotional, transformative.”
The creative team at Oden pored over numerous possibilities. In the end, we settled on revamping the presentation and sample kit the sales staff used.
Previously, the sample kit resembled a tackle box with individual compartments to house sample connectors. It was a humble, utilitarian tool that did its job, but it lacked the punch commensurate with Sta-Kon’s quality.
Reimagining what the piece could be, we created a box that unfolds to reveal inner shelves with gleaming parts. The high-end design illustrates the top-tier product quality. “You could take the connector out and put a nice watch in, and it wouldn’t feel out of place,” notes Terwilleger.
The new sales piece is a standout visual component featuring movement and discovery. The Sta-Kon story unfolds before the customer, panel by panel, as the sales team walks through the product offering and benefits.
What were the results?
The dynamic new design looks distinctive and important, and the nontraditional presentation energized reps, providing an engaging tool to reintroduce and educate B2B prospects.