New Design Concepts Success In A Niche Market

For years, New Design Concepts (NDC) existed under the radar with no public brand presence or established identity. This meant NDC pursued opportunities that came their way, but lacked a clear strategy for sustainable growth. When NDC came to Asen, their team needed help establishing a strong market presence in a niche B2B industry, custom commercial furniture manufacturing.

The Brief

Finding and connecting with new customers in such a niche industry can be difficult, but the impact can also be extremely rewarding and profitable. And even though NDC came to Asen with high-quality products and a well-established global supply chain, from a marketing perspective, the brand still needed to be assessed and defined from the ground up.

Fortunately, our team is used to working with partners in niche markets, and we immediately loved working with NDC, whose team is a true representation of southern hospitality! Here’s what we’ve been doing to establish NDC’s brand presence and position them in their market…

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“Launching a new brand and finding its voice was stressful. We needed to focus on growing the business, so having Asen as our marketing experts is something we’re so thankful for. We weren’t looking for someone to just build our website; we were looking for someone who could help us build our business, and that’s exactly what Asen does!”

— Johnny Collins, CEO of New Design Concepts

The Solution

First, we knew we needed to create a strong brand foundation for NDC, and that required a deep dive into market research. Once we thoroughly understood their market and how we could help differentiate their brand, we set out to create the “full package” to set NDC up for success.

In addition to creating a new logo and print collateral, we developed the NDC online presence by launching a fresh website design and implementing an ongoing social media strategy, both of which feature high-end commercial photos and videos that highlight their projects and industry expertise. Now, our digital marketing for the brand centers around reaching industry decision-makers with highly targeted, hyper-focused search marketing campaigns, which we regularly assess and adjust accordingly to achieve the highest engagement and ROI.

With their digital campaigns simultaneously working to reach new prospects, we then implemented a custom marketing and sales program. This included the development of sales presentations, case studies, trade show banner designs, and other essential assets to aid their team’s efforts to reach new clients. Today, as a partner in NDC’s long-term growth, our teams meet regularly to discuss their comprehensive marketing strategy and generate new ideas for the brand.

From working on high-level strategy to diving deep into granular design details, it’s been a pleasure to help NDC reach new heights in their industry. We can’t wait to watch this unique brand continue to carve out its rightful place as a leader in the custom furniture market!

Positioning NDC as a rising industry leader with full-service marketing solutions and expert guidance.

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