Lincoln Manufacturing
Services
Websites
Copywriting
Advertising
Photography
Branding
Experience design
Trade shows
Naming
Video
Reaction
“Rustle & Spark did the unimaginable: got us all marching in the same direction as one another. “
- Walter Martish, III, CMO
Lincoln Manufacturing is a domestic manufacturer of ingredients for personal care products like lotions, shampoo, makeup, sanitizers, and more. Though they are in a heavily industrial B2B segment, their customers are companies like Estée Lauder, L’Oréal, and more–companies that know a thing or two about branding.
So we helped them develop an innovative new website that replicated their in-person sales process at scale. As soon as the site went live, requests started pouring in, opening new sales leads and giving them a jump on competitors.
Based on this experience, they asked us to devise a marketing strategy to replace the business development opportunities lost by a wave of trade show cancellations. We created a ‘chemistry set’ that kept their brand on every customer’s workbench, and that demonstrated a human-centered approach to this B2B product line.
When the trade show is cancelled…
When COVID-19 hit, trade shows around the world went dark – taking critical business-development opportunities with them.
We helped Lincoln MFG-USA® develop an innovative sample kit to live on customers’ formulation tables, keeping Lincoln’s brand a constant presence throughout the pandemic, while competitors struggled to stay relevant.
When the show is back on…
In 2021, the trade shows began to open back up. Lincoln MFG-USA had used the pandemic wisely, developing a slate of innovative, attention-worthy new products.
We named these products, developed targeted ad campaigns, and supported them with multi-sensory design in trade publications and direct-0utreach campaigns.
Then, when people came to the show, they found a whole new look for Lincoln MFG-USA®, complete with a stunning new booth, a video that stopped visitors in their tracks, and a happy hour featuring custom cocktails with the aromatic profile of their new products.
While trade show attendance was down overall, traffic to Lincoln MFG-USA’s booth was booming.
We designed Lincoln MFG-USA's booth, produced a captivating video to feature new products, developed and interactive product selector, and positioned new products with innovative experience design.
We named Lincoln MFG-USA's new flagship products, then designed scratch-and-sniff ads for their primary trade publication, and supported it all with scent-matched custom cocktails at the leading national trade show.
Custom cocktails and an innovative and disciplined ad campaign filled the booth and made Lincoln MFG-USA's new products the buzz of the Javits Center.
“When I came into the Javits Center, I said: That can’t be Lincoln, it has to be a French or Swiss company, they look so good.”
— SMA Collaboratives
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