The original innovator of the safety work glove, Ringers Gloves partnered with Axiom for help with a brand strategy to enter new market verticals and expand its target audiences from HS&E professionals and distributors to include end-user consumers. To achieve this, Ringers needed a comprehensive, integrated marketing program that would include a robust, transactional website and digital strategy to draw prospective customers into the buyer’s journey.
Axiom launched the program development with THE AXIOM™, our marketing strategy profiling process. Through discovery, research, competitor review and analysis, Axiom created a comprehensive digital strategy to empower Ringers Gloves’ market expansion and digital brand engagement. Its rollout included a new e-commerce website and marketing automation platform, blogging, content marketing, social media management, search engine marketing, search engine optimization, video & animation, digital and outdoor advertising, editorial content, trade show environments and product literature.
The Axiom campaign, developed around the tag line “Because they are worth it”, established heightened brand awareness, increased sales, and by extension, increased company valuation.
– Jim Wolf, Chief Executive Officer
THE AXIOM™ Marketing Strategy Profile is both a process and a deliverable — and it serves as the foundation and guidance for any subsequent, fundamental branding initiatives. Through this process, THE AXIOM identifies the brand truths of positioning and persona. THE AXIOM often also provides a customized tactical rollout plan to support and nurture the resulting new brand.