Graff is a distributor of a wide range of industrial products for both the large and small industrial wholesaler. The company is the outgrowth of years of practical marketplace experience dating back to 1930 when the grandfather of the owners founded a small surplus plumbing supply house. That company grew into the largest importer of pipe fittings and flanges in the country. Graff Valve & Fittings Company advertises to a niche market: companies that need valves, fittings, and flanges for the construction industry.
When we began working on Graff’s advertising campaign we wanted to present what Graff does for their customers – rather then advertise the individual products, because we believed that delivering the right product at the right time was Graff’s key competitive trait. All companies say that they can do things better, faster and cheaper than their competitors, but we wanted something more: something that would create an interest within their customer base and to potential buyers. Our research showed that (in many cases) people would come to Graff because products that they ordered from other companies were either not delivered on time – or were substitute products. Graff’s customers (mostly contractors) relied on the correct products being delivered on time in order to meet each project’s standards and schedules. The slogan that we created, and built the advertising campaign around was “Results – Not Excuses.” The ads worked well and people who saw them began to associate the slogan with the company, thus strengthening the brand of the company as a whole.