2013 Dynamic Dozen Top Local Sales & Marketing Executive: Mary Guccione
When Mary Guccione began at TF Forming Systems as its director of marketing and communications, she had her work cut out for her with zero regional sales, zero name recognition and zero budget.
But during her first year and a half with the Green Bay, Wis.-based company, Guccione has utilized creative marketing, email campaigns and education to increase TF Systems’ visibility. She first focused on the four-state region of Missouri, northern Arkansas, Kansas and Oklahoma.
It helped that a major investor and the chairman of TF Systems – a manufacturer and distributor of insulated concrete forming systems used in construction – is Steven Huff, owner of mega-mansion Pensmore in Christian County, which is built with the company’s product. During its earlier stages, the private home was a laboratory at which people in the industry could learn about the concrete forming systems as construction progressed.
“I was tasked to give the company a brand identity while increasing sales leads in a market where few had heard of insulated concrete forms, and, even more challenging, those who knew of them believed it was not necessary for efficient building in this area,” Guccione says.
Part of her marketing efforts include explaining how the additional cost of concrete forming systems, which are about 3 percent to 6 percent more expensive, will lead to lower utility bills and overall maintenance costs for residential and commercial construction.
“We have literally face-to-face education and grassroots marketing to expand our brand and understanding,” Guccione says. “It’s been very challenging. The people who get it, get it. The people who kind of get it take longer. But, if they’re interested, they stay with us.”
To expand leads, she attended five trade shows last year and has more than 15 on the schedule for 2013. The company also offers continuing education classes approved by The American Institute of Architects.
TF Systems got a boost when it teamed with Convoy of Hope to build 18 homes using the company’s disaster-resistant walls in Joplin following the May 22, 2011, EF5 tornado.
TF Systems also has paired with GreenTown Joplin, a nonprofit launched by Greensburg GreenTown, an organization dedicated to rebuilding through sustainable practices following the EF5 tornado that leveled Greensburg, Kan., in May 2007.
“With GreenTown, we are building a hyper-energy-efficient and disaster-resistant home in Joplin, part of a small, green neighborhood.” says Guccione. “We donated the materials for the home, and other companies donated the rest.”
Guccione maintains a social-media presence and she has increased hits to TF System’s website by 20 percent monthly and 30 percent year-over-year. But, so far, in-person marketing has been the most effective.
“We have several different examples of our wall systems in our training facility,” she says. “People respond … to being able to touch, feel, take part and ask questions.”[[In-content Ad]]