In February 2016, Southwire’s SIMpull Reel™ Manueverable Payoff System earned the top honor at the Marketing Awards for Excellence (MAX) Awards. The MAX Awards recognize the most innovative products in the states, which are supported by creative marketing and poised for commercial success. The award was presented by the Atlanta Business Chronicle and Georgia State University’s J. Mack Robinson College of Business.
“I’m tremendously proud of the teamwork and entrepreneurial spirit that went into this product,” said Norman Adkins, executive vice president, Construction Systems & Solutions Group (CS&S). “This recognition epitomizes the focus that we have toward our end users and our goal of making their lives easier.”
The MAX Awards is evaluated on three main points of criteria—Innovation, Marketing Support and Marketplace Success—and judged by a group of Atlanta’s top marketing executives known as the Georgia State Marketing RoundTable. Southwire was able to prove the innovative genius that is the SIMpull Reel™ Manueverable Payoff System by presenting research that it alleviates numerous pain points. The SIMpull Reel payoff lowers material costs, reduces strain on the workforce, increases safety, is an environmentally friendly alternative to traditional reels, and makes the jobsite more efficient.
The market support came in a unique format. Rather than launching a fully integrated marketing campaign, the sales team was trained in the benefits of the SIMpull Reel payoff. They were provided detailed sales sheets which highlighted the features, benefits, and savings so that interested contractors would be assisted effectively. The SIMpull Reel payoff was first shown to contractors at the National Electrical Contractors Association (NECA) trade show, then a print ad was launched in Electrical Contractor Magazine. These audiences were approximately 6,500 and 80,000, respectively.
This method of market leverage has proven to be very profitable and given both Southwire and our end users a distinct competitive edge.