The document outlines Barnhardt Manufacturing's strategy to address the challenges faced by the cotton industry due to competition from man-made fibers. It highlights the launch of a revamped website aimed at enhancing sales and marketing efforts while promoting bleached cotton and its benefits across various markets. Key features include updated branding, extensive product information, and a digital marketing strategy focused on inbound marketing and social media engagement.

1. Building
Momentum

2. Addressing the Changes
● Cotton dominated the fiber markets in the
20th century
● Man-made & regenerated fibers combined
with economic forces have impacted cotton's
reputation and position in the market
● Barnhardt Manufacturing is taking on these
challenges using 21st century technologies

3. From Yesteryear

4. To Today

5. 21st
Century Sales
The website is the hub of sales & marketing and
provides the following benefits:
● Establishes company as industry expert to
existing customers & prospects
● Enhances competitive position in current
markets
● Provides resources for customers, influencers,
partners, employees and consumers
● Offers a platform for launching new products and
reaching new markets

6. The Website
Re-Boot

7. Website Goals
1. Sell out both bleacheries with profitable
business.
2. Develop new markets for bleached cotton.
3. To be the first choice for absorbent fiber globally.
4. For everyone in supply chain to clearly
understand the advantages of Barnhardt
Bleached Cotton in their products.

9. New Features & Benefits
● Updated Brand Image
● Extensive Cotton Information
& Library
● Product Catalog
● Blogging & Social Media
● Lead Capture Tools
● Sales Force integration
● Marketing Automation tools

10. Feature:
Cotton Technology

12. Feature:
Product Catalog

16. Feature:
Blogging & Social

19. Feature:
Lead Capture

21. Feature:
Sales & Marketing
Integration

22. Integrating Sales & Marketing
● Lead and Contact synchronization
● Lead intelligence inside of Sales Force
● Lead scoring
● Closed loop reporting

23. Driving Traffic & Leads via Inbound

24. The Future –
2013 and beyond...

25. Digital Marketing Strategy
1. Bi-weekly blog posts
2. E-blasts – blogs, product updates, events,
industry news
3. Social Media publishing (Pinterest, LinkedIn,
Twitter)
4. Visitor conversion optimization
5. Incremental improvements...

26. Your Turn...
1. Grab an iPad and take a tour
2. Sign-up for our e-blasts & join
us on our social channels
3. Send your comments to:
service@barnhardtcotton.net

27. Credits
1. Barnhardt Bleached Cotton – Garland
Green, Chuck Allen, Stacy Glover, Kristi
DuPlessi, George Hargrove
2. Barnhardt IT – Pete Chantry, James Walker,
Ted Palmer, Kevin O'Rourke
3. Knowmad – Van Wilson, Angela Hayworth,
Diona Kidd, William McKee
4. The Alison Group – Kari Rehnlund, Linda
Motto, Mark Alison