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Case in Point

Client Company Info

Wood Fuel Developers, LLC, is a renewable fuels company that specializes in developing and operating wood fuel and pellet production plants to serve the residential, industrial and power generation markets. Its parent company, ITAC Engineers and Constructors, has been in business for more than 22 years, providing engineering, design and construction management services in the industrial and manufacturing-related markets.

Challenge

Wood Fuel Developers (WFD) has been a client of West Cary Group (WCG) since its inception as an affiliate of ITAC Engineers and Constructors, so we were well versed in its business and industry. In the final quarter of 2010, company leadership approached WCG with a new entry to the market: EasyBlaze™ Wood Fuel Products. It was up to us to determine the best method for an agency to change an unknown invention into a household name.

Solution

After careful deliberation, WCG settled on a multi-part strategy to ensure the success of EasyBlaze products’ market debut, which included the execution of:

• Brand, bag and logo design concepts
• Thorough competitive market analysis
• Personalized test marketing and promotion
• Detailed website featuring the full EasyBlaze product line, FAQs and contact information

WCG began by interacting with the products personally. Employees took home EasyBlaze Fire Kits—which consisted of a FireLog, Fire Basket and Igniter Sticks—in order to have a thorough understanding of how the product functioned. From these personal experiences, the team collaborated to design a resonant brand, bag and logo design that evoked the natural spirit of EasyBlaze.

WCG then conducted a market analysis of EasyBlaze's nearest competitors in heating alternatives. There, we assessed each company’s pros and cons, and the niche that EasyBlaze could acquire as it searched for a foothold in the indoor/outdoor heating market. We found several openings—simplicity, efficiency, versatility, cost-effectivenesss—but wanted to make certain we chose the feature that resonated most with consumers.

For the answer, we conducted test marketing as well as product promotion of EasyBlaze at the MAC Events 2011 Richmond Home Show. Because it is the largest show of its kind in Richmond (up to 18,000 attendees annually) WCG thought it would be the ideal place to both debut the EasyBlaze line and ascertain how to improve upon the branding to create the most compelling go-to-market strategy.

The WCG design team assembled to create an eye-catching tradeshow booth, including a high-definition video of the product in use to accompany the arresting display. For four days, WFD and WCG employees stood side by side at the booth, introducing EasyBlaze to attendees, conducting giveaways and gathering feedback from Home Show participants and potential customers.

Outcome

At the Home Show, we discovered that potential customers wanted an outdoor EasyBlaze fire pit manufactured to accompany the FireLog. There was also high demand for the current EasyBlaze Fire Basket to be manufactured in different shapes and sizes. WFD gathered the feedback and is in the process of meeting the consumer demands.

Debuting the product at the Home Show also led to a deal with Pleasants Hardware of Richmond, in which EasyBlaze will enjoy an end cap presence in area stores—prime real estate in the retail market—and partnerships with Bon Air Living and Fireplace Innovations. WFD is also laying the groundwork to stock EasyBlaze in Lowe’s, Home Depot and ACE Hardware stores.

Once actual sales begin, WFD has already charged WCG with enriching its current website—transitioning it from informational to interactive. One of the many enhancements will be the addition of an interactive fuel calculator to highlight the environmental and monetary benefits of using wood pellet heat over cord wood.

In addition, plans for WFD expansion to accommodate the expected wood pellet demand are already in the works. The company will invest $11 million to begin wood pellet manufacturing operations in Waverly, VA, creating approximately 34 new area jobs in the process.

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