WHY WE STARTED OUR AGENCY
THE CHALLENGE
John Pohl spent four years as the Senior Vice President of Global Marketing & Strategic Planning at Hu-Friedy Mfg., America's largest manufacturer of dental instruments. The owners of Hu-Friedy, a B2B company, had recruited John because of his track record in the B2C space. Their hope was that John's strategic and creative skills would enable the company to accelerate its revenue and profit growth and fend off incursions being made by lower cost (and lower quality) brands.
Did the experiment work? One measure is to look at how Hu-Friedy ranked in annual studies of advertising impact commissioned by RDH, one of the dental industry's most respected publications,
THE COMPETItiON
Each year over 80 dental industry manufacturers had their magazine ads assessed and ranked for their ability to get readers to notice, read and remember their ads. Many of these manufacturers were iconic companies with big names, big budgets and big agencies developing their ads. In contrast, Hu-Friedy - despite being the #1 player in the relatively small dental instrument category - was a fraction of the size of most of these companies. What's more, Hu-Friedy's ads were created by a small in-house agency that reported to John, who often played the role of copywriter.
THE RESULTS
Against all odds, Hu-Friedy did quite well.
In fact, during all four of John's years there, Hu-Friedy was ranked #1 in the entire dental industry for advertising impact.
A more important measure of success: During all four years, Hu-Friedy set records for revenues and profits.
That inspired John to found 14th Floor Solutions, with Hu-Friedy as his first client.
CHECK OUT JOHN'S PUBLIC SPEAKING SITE
WWW.JOHNPPOHL.COM
In addition to running 14th Floor Solutions, John is also a passionate and engaging public speaker. He delivers keynote addresses and conducts workshops - primarily for B2B audiences - on how Provocative Messaging can help ensure that outstanding businesses and products generate the outstanding results they deserve.