Home' Inclean : INCLEAN May-Jun 2015 Contents 64 INCLEAN May/June 2015
Late February Nilfisk-Advance announced it
will change its ‘name and corporate brand to
Nilfisk in order to create a stronger alignment
with Nilfisk’s main global product brands and
to increase brand impact and understanding for
Nilfisk’s customers. The new company name will
be implemented globally as of April 2015.’
“We are reducing complexity in our branding,
and the overall brand hierarchy will be simpler to
understand for both end-customers and dealers
across the world,” stated Jonas Persson, Nilfisk
Group president and CEO.
The organisation said, ‘The new corporate brand
identity will support Nilfisk’s future strategy and
enable the continued positioning of Nilfisk as a
global market leader. Nilfisk anticipates a smooth
transition with no disruption to the business and
cooperation with customers.’
The company was named Nilfisk-Advance
in 1998 following the acquisition of US-based
Advance Machine Company four years before.
Advance continues to be a product brand in the
Nilfisk’s portfolio, targeting professional customers
in the Americas.
A new corporate visual identity will be
presented as part of the name transition in April,
from Nilfisk Advance to Nilfisk. During 2015,
websites, marketing material, back office systems
and all legal conditions will be altered to reflect
the new company name.
Celebrating 109 years
On 26 February Nilfisk-Advance celebrated its
109th birthday. Today, Nilfisk-Advance is one
of the world’s leading suppliers of professional
cleaning equipment employing about 5,200
colleagues working in 44 countries.
Advance was founded in 1910 as the Advance
Machine Shop by engineer Merritt Pond, initially
as a business that repaired equipment for the grain
milling industry in Minneapolis (USA). Later in
1928 Advance started making floor scrubbers and
polishers on a private label basis.
By Jane Eakins*
It was a full day of high energy
interactions with 23 sales
representatives from True Blue
Distributor partners throughout
Australia descending on the
company’s newly renovated Sydney
head office training facility for a
‘chemical sales excellence’ training
day. Held late February, with sales
staff from every state attending, it
was a great cross-pollination of ideas
and a good networking opportunity.
In his opening address True Blue
Chemicals’ executive director Brad
Macdougall commented that, “With a commitment to continually upskilling those sales
teams within the True Blue Distribution network we are keen to provide a meaningful day.
“We want to ensure those attending go home with increased knowledge of our industry, our
chemicals, and the resources available to support our offer. Confident selling is based on having
all the facts and today is about sharing that knowledge and those skills with each of you.”
After a first round of coffees to counter the 8.00am start, the group settled into a program
that covered such topics as how to move from supplier to partner; the value of ‘cost in use’
selling; brand and range segmentation selling; core range product training; Installing and
dispenser trouble-shooting; a sneak peek into the marketing and Innovation program; and a
site tour of True Blue’ manufacturing facility.
One of the best ways to embed learning is to put into practice new knowledge and skills
as soon as possible. Therefore, the day had a lot of interactive workshops and role plays
that, while sometimes being a little scary in which to participate, are very worthwhile.
Part of the ‘chemical sales excellence’ day was dedicated to understanding how
perfor mance testing is conducted on new and existing products to ensure optimum
perfor mance. By 5.30pm the formal part of the conference drew to a close with the general
consensus from those attending being it had been an interesting and worthwhile day.
*Jane Eakins is True Blue Chemicals’ marketing and innovation manager, True Blue Chemicals.
Product knowledge education
boosts distributor sales,
says True Blue
Workshopping ideas and role playing puts
theory into practice
Nilfisk to simplify
brand in dropping
The Silent Dane, 1932
An important part of its strategic vision for growth, Solaris Paper
has launched a new website for its Livi range of high quality
essential hygiene products. Based on customer feedback, the site
www.livitissue.com.au offers users access to a wide range of content
including educational materials, product information and pricing
and invitations to training sessions.
‘The brand-focused, modern design is easier-to-navigate, using
rich menus and quick scrolling. Visitors to the site can place
orders via the Multiply customer portal as well as viewing useful
advice and tips on washroom hygiene,’ explained the marketer.
“The new website is a crucial element of Livi’s evolving offer,” said Josh Hastings,
category marketing manager for Livi. “Our goal is to provide a relevant online resource
which meets customers’ needs and we are already receiving positive feedback about our
changes from our close one-to-one relationships with commercial clients.”
Livi website an easy-to-navigate,
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