Challenge
Despite Coy Baker's innovations in the laminated steel and mosaic damascus manufacturing sector, he lacked a significant online presence to reach customers and establish a brand identity and trust. Initially, his product was perceived as just another block of laminated steel. The challenge was not only to increase visibility but also to transform the perception of the product from a mere material to a cornerstone of the final creation by makers, which would be central to marketing efforts.
Strategy
Frontier Social stepped in to craft an overarching marketing strategy for Baker Forge. We started by building a compelling e-commerce website that highlighted the potential of Baker's materials in the final products of artisans. We designed their iconic logo, which spoke to the quality and uniqueness of Baker Forge's offerings. Our approach was multi-faceted: we dominated social media platforms like TikTok, X, Instagram, and YouTube, focusing on content that showcased the end-use of Baker's steel in breathtaking knife designs and other creations. This strategy included daily media production and fostering collaborations with key industry players, aiding in wholesale offerings and building relationships with the largest US knife makers. We also took charge of event appearances, providing dynamic visuals and concepts to enhance booth engagement, while our blog posts offered a behind-the-scenes look at how Baker's materials elevate the work of makers.
Outcome
The transformation was profound. Under our guidance, Baker Forge & Tool not only became the largest and most recognized laminated steel and mosaic damascus manufacturer in the US but also transformed how their product was perceived in the market. By focusing marketing on the final creations of their customers, we built deep, meaningful relationships with the biggest names in knifemaking and blacksmithing. This strategy not only increased brand trust but also grew with our customers as their projects gained recognition. Social media engagement soared, making Baker Forge a household name in the industry, while our event strategies led to Baker being regarded as a leader in booth presentation at shows. The focus on stainless damascus further solidified their market position. Daily promotional graphics and strategic product drops have driven sales, showcasing how our marketing vision turned Baker's materials into the star of the show, propelling the company from local success to national acclaim.
Through these efforts, Frontier Social has proven its capability to redefine a product's market position through innovative marketing, relationship building, and strategic vision.
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