Windy City Linen - Marketing Management

Case Study

Mar 20

How eGuide improved sales collateral and streamlined brand recognition.

Overview

While Windy City Linen’s primary product is event linens (table clothes, napkins, etc.) they are ultimately selling an event. Without proper sales materials for clients to assist clients with envisioning their event, Windy City Linen was falling short with gaining new business from those who were unfamiliar with their customer service and event production.

Sales Collateral Documents

Seasonal Mood Boards and Inspiration Documents

With the season of an event being one of the main indicators of color scheme, floral arrangements, and food selection, eGuide created seasonal mood boards and linen palettes to help aid the sales team in helping clients visualize their events with photos of the linens at similar events and not just with a fabric swatch.

Another goal of the seasonal mood boards and linen palettes was to bring some lesser used linens to the forefront of the selling process. Trends ebb and flow with seasons, and a former favorite from last summer may not be the same trendy pattern or color for the current one.

Print Marketing Materials

Trade shows are a staple for event industry professionals and it’s important to have modern and branded print materials to pass out to potential clients to see your work. eGuide created this brochure specifically for a wedding trade show, but ultimately wanted to keep it universal to use for other shows and pitch to non-wedding clients.

Print & Digital Lookbooks

This larger lookbook was designed to pitch for larger events, specifically for events around the 2020 Democratic National Convention in Milwaukee. In addition to mood boards and linen palettes, these look books also included flatware, silverware, and glassware options to compliment the featured linens.

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Employee Training:

Once all of these pieces were produced, eGuide had a morning meeting with the Windy City Linen sales team to discuss the best ways to use each of the above materials, especially when selling products they aren’t normally used to selling.

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Gregory Perrine

Avid troubleshooter and eternal student, Greg was inspired by his grandmother's experience with technology and launched eGuide Tech Allies. With over a decade in sales experience, Greg honed his business skills in the world of high-end off premise catering, learning the ins and outs of operating a small business. Greg brings his passion for helping others and enriching the lives of those around him to the core of this business.

http://www.eguidetechallies.com