These are the words of Dick Clukey, President of Accu-Grind Cutter Service • accugrind.com
“In the summer of 2010, we were seriously contemplating downsizing because our business wasn’t as healthy as we hoped.
We had tried other marketing experts & efforts before, and we tried to do-it-ourselves … with little success. After careful consideration, we made a pivotal decision to hire JC Marketing. Please note, we did not inform JC Marketing that our company was in dire straits.
Cool under pressure, marketing expert Joseph Cekauskas and his team not only developed a comprehensive, multi-layered approach, they took care of all the details so we could continue to work ‘IN’ our business, while they ‘WORKED ON’ our business. JC Marketing’s expertise in our field of manufacturing and innovation was jaw-dropping.
JC Marketing’s innovative marketing produced all of the online & offline tools necessary to properly promote our brand.
From a completely new logo (they submitted 69 unique concepts making it fun to review, but incredibly hard to pick one)—to photography, to copywriting, to awesome graphics, to printing—plus navigating the intricacies of our website.
Many materials were produced quickly so we could begin marketing our company immediately.
When it was all ‘said & done’ … JC Marketing provided ALL of our custom materials and a strategy in under four months. Their generosity came to the forefront when JC Marketing’s president suggested to us a payment plan—an incredible 8 months to pay for our materials—ask Joseph Cekauskas about how that came about, it’s a great story (see below)!
Today, we have become a multi-million dollar company—having added new personnel & a whole lotta new equipment / capabilities.
Thanks to JC Marketing’s expertise, efforts & belief in us, AccuGrind is a healthy business … Proper positioning of our company propels & prospers our brand.”
Dick Clukey, President
Jason Bronson, General Manager
AccuGrind Cutter Services, Inc. • Terryville, CT
The back story of exactly how the “payment plan” strategy was offered to Accu-Grind’s ownership.
These are the words of Joseph Cekauskas, President of JC Marketing Communications • jcmcom.com
“My team from JC Marketing Communications (JCMC) had met with ownership at Accu-Grind (AGCS) on approximately five to 9 separate occasions over a six-month period. We thought it was closer to five visits … but AGCS management thinks it was closer to 10. I guess it illustrates to our readers how patient JC Marketing is.
Each time we met, their management battered us with questions about our expertise of manufacturing, as well as our knowledge of their target market. Impressed, Accu-Grind appeared cautious, and yet, never skeptical. They always showed great interest. After all, we have done the marketing for well over a hundred manufacturers from Maine to California during our 38 years in the marketing & advertising business.
With AGCS, we had to overcome some obstacles including, but not limited to ‘the owner’s daughter being a graphic artist and the future son-in-law a photographer. We had to be careful not to belittle the futile attempts each of them had made to help dad’s business. Heck, they tried. Graphic design is one thing … solid marketing strategy is another.
At no time did it appear that Accu-Grind’s finances were in question.
We did learn that years earlier, AGCS had hired other so-called marketing experts … but AGCS never achieved the goals those marketing consultants set. It was clear to our team that these strategies were flawed—it had nothing to do with AGCS’s execution of those directives.
Over the six months … both parties (JCMC & AGCS) were patient & cordial … many times I kept thinking ‘what on earth are they waiting for … we’re the solution to their business problems. Why haven’t they hired us?’
As patient a man as I am … I remember heading to AGCS for what I was thinking was probably the final time. Why did I think that? I was assuming this was a ‘poop-or-get-off-the-pot’ moment in our relationship with AGCS. As I drove along Route 6 through Bristol, I remember looking up at the blue sky through my open moonroof.
Being a man of faith, I felt compelled to petition to Lord … asking ‘Lord, I need your help … our abilities are a perfect fit to help Accu-Grind. But they’re not buying. I need your help. I NEED A PLAN.’
This might sound alittle wacky … and I can’t imagine what you’re thinking … but within seconds I heard an audible voice proclaim –
‘OFFER HIM A PAYMENT PLAN. I HAVE MADE SURE YOUR COMPANY HAS NO DEBT … so you can afford to offer him a payment plan.’
I want the readers to know that we utilize retainers … but never a set payment plan. In our business, essentially a payment plan is something that comes with RISK.
When I arrived, I walked into the AGCS conference room and said … ‘Mr. Clukey I can offer you an eight-month payment plan.’
To all reading this: I don’t know where the eight months came from … it just came out. Divine intervention I guess.
Dick replied ‘great … write the agreement up … let’s get started.’
Floored, and yet excited … I immediately shouted ‘praise God!’ … while raising my arm above to the heavens. ASK & YOU SHALL RECEIVE INDEED!
Seated at the end of the table was Accu-Grind’s GM and it appeared he wanted to crash the celebration … ‘Yeah, but what if I need my materials BEFORE eight months?’
I quickly and firmly responded ‘Don’t worry Jason, you’ll have all your materials well in advance. I’ll be waiting on you to pay off the project. Please let me go so I can get my team started on solving your problem.’
During the next three and a half months … we implemented a successful strategy and developed all their materials online & offline. The result was their business was able to INSTANTLY become healthy.
Today AGCS is a major supplier to companies all over the globe. They continue to bring in state-of-the-art equipment … offer new services … spearheaded by extremely talented personnel.
My team and I are proud we transformed them into the winners that they are, and achieve the goals they desired.
Looking back, I’m glad Dick never shared that AGCS was about to severely downsize. Imagine, people losing their jobs … families effected.
Then again … when the pressure is on, JCMC is always at our best.
That benchmark day the good Lord blessed the relationship of JCMC & AGCS!
Proper positioning of your company will propel & prosper your brand!”