If you’ve stayed in a hotel, it’s guaranteed that you have
used Sysco Guest Supply’s hospitality products during your
stay. They are one of the leaders in the industry,
providing over 30,000 products to nearly 25,000 properties
around the globe.
However, the organization still felt it lacked a brand and positioning that communicated why Guest Supply should be selected over its completion. The low level of awareness was contributing to a lack of deeper product penetration within existing accounts, and less than ideal cross-selling opportunities.
We took Guest Supply through an extensive Branding Q&A Workshop that included sales, marketing, senior management, manufacturing, and operations. We asked about market awareness, strengths, weaknesses, positioning, the competition, and goals. We also undertook on-line market research to see how the company’s perceptions mirrored those of the marketplace.
Our process revealed that Guest Supply saw themselves as a distributor that offered everything a property could need. What they didn’t see were the benefits they offered the 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 provider.
Sysco Guest Supply needed to communicate how they helped properties enhance the guest experience and how working with them was an easier and more rewarding experience.
To accomplish this, we established the brand platform – the guest experience – which 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.