If you’ve stayed in a hotel, it’s guaranteed that you’ve
used Sysco Guest Supply’s hospitality products during
your visit. They are one of the leaders in the industry,
providing over 30,000 products to nearly 25,000
properties around the globe.
In spite of this presence, the organization felt it lacked a brand and positioning that communicated why Guest Supply should be selected over its competition. The low level of awareness was contributing to a lack of deeper product penetration within existing accounts, and less than ideal cross-selling opportunities. Additionally, the lack of brand awareness was leading to inconsistent messaging and the general inability of the sales team to convey Guest Supply’s market advantages.
We took Guest Supply through an extensive internal Branding Q&A Discovery Session that included sales, marketing, senior management, manufacturing, and operations. We asked questions about market awareness, strengths, weaknesses, positioning, the competition, goals and desires. We also undertook on-line market research to see how the company’s perceptions mirrored those of the marketplace.
Our process revealed the staff perceived Guest Supply as a distributor that offered just about everything a property could need. What they didn’t see were the benefits that they offered hotels. These included products that enhance the guest stay, which helps create brand loyalty and business success for the properties. We found the organization also offered the benefits of a single resource which simplified ordering and enhanced the entire customer service experience.
Guest Supply needed to communicate how they help properties enhance the guest experience and thereby increase brand loyalty and repeat business, which ultimately lead to sales success. They also needed to convey how working with them was an easier and more rewarding experience for the purchasing agents at hotels.
To accomplish this, we established the brand platform –
the guest experience. This communicated the enhanced
experience that the company provides to its customers and
the guests staying at their properties. The visual treatment
we developed illustrates guests enjoying Guest Supply
products and the superior accommodations that the
organization helps hotels provide. This was rolled out via
a new website, print and online advertising, sales support
collateral, sales messaging platforms, and trade show marketing.