Pentacon

Project: Creation of Integrated Branding and Marketing Materials

Background: In March of 1998 a group of 5 leading industrial distribution companies merged to form Pentacon, Inc. An IPO was launched and Pentacon used the capital they raised in the public markets to acquire 5 additional companies. These companies, each with an average history of over 30 years in the wholesale distribution industry, were faced with the challenge of creating a new brand identity that represented their new found size and national presence. The need to communicate with the public markets was now a requirement as well. Divided into two divisions serving the Industrial and Aerospace markets, Pentacon needed a dual focus plan that branded the company as a whole and expertise within each respective market.

Client's Goals: Develop identity as unified company and innovative industry leader in the marketplace and within the organization.

Results: Pentacon selected Brella Productions to marshal the development of their new corporate identity, which was based in large part around electronic media. A design team was formed to develop the look of both print and electronic materials. Unified logos were created for the Corporate, Aerospace and Industrial Divisions.

The collateral look was developed. Once the look was developed, Brella created a dynamic electronic presentation for the Pentacon Sales Team. The tool was designed to reside on the laptops of every Pentacon seller and executive and were used to deliver a vast array of information that could be customized on the fly. The presentation created a highly differentiated medium which stood out among the standard PowerPoint presentation and print media used widely in the industry. As a companion to the Pentacon Presentation, Brella developed a Mailer CD Rom that was used in a unique marketing strategy. The CD was an efficient assembly of animation and audio that told the Pentacon story to the viewer and provided for clever feedback solicitations. Once the viewer went though the electronic presentation they were asked to provide some simple responses to questions leading to contact with a Pentacon representative. If they responded they were rewarded with a pound of premium coffee and a Tom Peters book.

Pentacon used this disk in several scenarios, but the most unique was to deliver it in a large plant with no explanation for why the plant and disk were provided to the recipient. The only way the recipient would know what the plant and disk were all about was to play the disk. Ultimately, by doing so, the prospect was receiving the Pentacon Sales pitch and was moved to action. Over 50% of these prospects responded by setting up a meeting. Over 20% of the prospects closed to customers developing a 21% growth in revenue on a year over year average.

Brella also created the Pentacon Website which was both informational and transaction based. Portals were created for on-line ordering and a variety of value calculation tools were designed to allow the prospect to assess the opportunity that working with Pentacon would provide. In August of 2000 Pentacon once again turned to Brella to develop an electronic bidding system, called Alignware. These tools would help Pentacon drive down the cost of materials they procured. A reverse electronic auction was developed along with an automated bidding system in collaboration with the Pentacon Materials Team. The tool was developed in 8 weeks and within 3 months of beginning operation the Pentacon's Materials Team was able to reduce their cost of goods by over $2,000,000. Today Alignware has been expanded to other customers who have all seen the value that Pentacon experienced.

Today Brella continues to provide unique electronic solutions to Pentacon. Most recently DVD presentations have been developed to play on plasma screens in Pentacon display booths at international air shows and a business card CD using Flash, video, and voice over has been created around the Pentacon Story for handout to customers and prospects.