AcroMat – A Tailored Experience in Safety

A boot-strap business only a few years old, AcroMat found itself requiring new materials to assist in B2B. Based on an internal, voluntary study from existing customers, sales materials were kept more traditional to avoid any conflict with web site blocking software, and to keep in line with the needs of the demographic being served: 48 – 60+ year old male managers with over 8 years of time in their respective employer. Without getting into too deep of detail, it was clear that AcroMat works with a proud, dedicated group of clients, and made sure to utilize that to remind themselves who the main demographic (and ultimately customer), is.
To assist these materials, more effort was dedicated on creating stylized imagery to provide AcroMat a more forward-thinking image that was youthful and dedicated to the customer; to “build a tailored solution unique to each customer’s needs.” An imagery-focused method of design was produced on all materials to provide a better understanding of AcroMat’s capabilities. AcroMat understood that listing every feature their mats had would be a two page document of pure text. Instead, the primary selling points became secondary, and more meaningful call-outs became the primary focus. By doing so, the lead or customer would be more inclined to decide if this was the right company/product for them, and the process of building a lasting relationship would begin or continue.

Ultimately, an open an honest discussion with both existing customers and leads allowed AcroMat to become the authority on anti-fatigue mats. This demographic has been pummeled with thick catalogs containing microscopic type, in what could only be described as a blunder bust of “here you go” marketing. AcroMat went to clients, understood their needs, provided their best advice, and has since thrived above the rest.