PROJECTS - Marketing

See Your Way Through

The fresh produce, food industry and its retailers had not focused on addressing concerns around food safety and hygiene programs. Until recently, private organizations and regulatory agencies had only a small impact on guidelines and procedures in minimizing risks of contamination associated with food handling.

PrimusLabs had responded to industry requirements and needs by developing a food safety program for the entire fresh produce sector: growers, packing, cooling operations, processing and distribution. PrimusLabs provided industry members the tools necessary to create and customize their own no-cost food safety manuals. The also provided a fee-based customized food safety program, sample gathering &lab testing services, consultation, and Internet information delivery systems.

PrimusLabs wanted to optimize its responsiveness in contacting customers in the food service, grocer, and restaurant industry. When calling on a potential customers, most of the stakeholders are usually not present. One of the problems PrimusLabs’s sales staff had observed was the difficulty those individuals had in re-articulating the program's strengths and merits to their coworkers and management. Though impressed by the programs and aware of PrimusLabs ability to positively impact their work efforts, their contacts were challenge to clearly articulate what PrimusLabs services could do for their company.

Bizquests was contracted to develop material enabling potential customers to clearly carry the PrimusLabs’s message from the initial contact to their decision makers. This includes the totality of PrimusLabs programs; program development, Food Safety Audits, laboratory services, Document Development Program (companies do-it-for-yourself food safety manuals), and Internet warehousing of food safety data. It had to speak to each stakeholder group within the potential customer's organization: public relations, quality assurance, procurement, legal, and management. It had to carry a message: Here's what we can do; why this is important to you.

In formulating the material, a second objective had to be kept in mind. PrimusLabs has been authorized by its Board of Directors and shareholders to explore a public stock offering. The material developed in this project had to form the basis for integration with public offering materials, such as financial data, business and industry descriptions, etc.

WORK PRODUCT

Bizquests created a business size card CD-ROM with video, voice overlays, links directly to PrimusLabs’s website, and an overview for a customer’s: public relations, quality assurance, procurement, legal, and management. Now, when visiting a potential customer they were able to leave an interactive CD-ROM business card for the person who heard their presentation. In turn this person was able to explain and show any department within their organization how using PrimusLabs’s services could benefit each department. Everyone commented on the unique, small size of the CD-ROM business card and how it was easy to use in their computers.

The CD-ROM reduced expenses of paper production and saved printing expenses. They received immediate feedback from high-level managers of their customers, which indicated the value of ease of the CD-ROM business card. It was used at PrimusLab’s trade shows, and then as part of the presentation at the annual Board of Directors meeting. It was received with a standing ovation!