'In-Plant' agencies changing traditional business relationships

The computer industry has changed the way so many of us do business, and now business is changing to fit the needs of the computer industry. Many traditional business relationships are giving way to new, innovative ways of getting the job done.

The case in point is Gates/Arrow Distributing, a computer distributing company based in Greenville. After years of working with an outside advertising agency, Gates/Arrow has latched onto a fresh approach to meeting its advertising, marketing and public relations needs.

Three years ago, Gates/Arrow hired Experience Engineering Inc., a management consulting firm in Minneapolis, Minn. With such diverse clients as IBM, General Motors, Citibank, Goodyear Tire & Rubber Company and Avis Rent-a-Car, Experience Engineering has built a reputation for supporting its clients through expertise in designing customer experience systems.

The support that Experience Engineering provides Gates/Arrow is delivered, not from Minneapolis, but from inside the Gates/Arrow plant. This new concept in marketing/advertising service, known as an "in-plant," seems particularly well-suited for the fast-changing world of technology.

"Our business is one that changes on a daily basis, and when your organization is made up of six companies, hundreds of vendors and thousands of customers, it's nearly impossible for an outside agency to provide services in a manner that suits our needs," says Mike Long, president of Arrow North American Computer Products, parent company of Gates/Arrow.

Experience Engineering established its in-plant team in June 1996. The team functions as a full-service advertising partner. It consists of 13 employees who work closely with the Gates/Arrow departments, vendors and customers on a daily basis.

"Without interacting with Gates/Arrow on such a personal level, we couldn't provide the level of client services that we do on a daily basis," says Experience's Taft Matney.

According to Taft, being physically located on the client's premises helps Experience Engineering deliver continuity across marketing efforts by better understanding the client, its priorities and its strategic plans.

"Being on-site allows for a unique collaboration of minds and knowledge and a quick transfer of information," he says.

Mike McCaffrey, Experience Engineering vice president, says the lines of communication are more open and usually more accurate as a result of this venture. The in-plant team is able to gain a deeper understanding of its client's business, which leads to both parties working toward the same goals.

"As an on-site partner, rather than an in-house department, we can attract a higher order of talent as well," McCaffrey says.

Long agrees with the impact this relationship has on business.

"Experience Engineering's strategic and creative groups know our business and our industry inside and out," says Long. "The dedication, knowledge and expertise they provide through their marketing model gives us a competitive advantage in an industry where even a slight advantage is magnified."

The man behind this innovative approach is Lewis Carbone, founder and CEO of Experience Engineering. Carbone has been at the forefront of exploring and developing value creation through experience management since the late 1980s, and he is recognized as a thought leader in the field as well as being viewed as an innovative, hands-on practitioner.

Experience Engineering aims to create new customer value beyond products and services. The discipline for Total Experience Management incorporates highly intuitive theory and practical methodology to deliver positive and memorable customer experiences that lead to brand preference.

Carbone's ideals and approaches appear to be serving the computer industry well, and according to Carbone, Experience Engineering sees potential for the in-plant concept in a variety of industries. Other opportunities outside the technology field seem possible for this innovative approach to providing advertising services to clients.