Zochem

Zochem is the largest dedicated producer of zinc oxide in North America. Used as an additive in most consumer and industrial products, this essential inorganic compound is typically viewed as a commodity, with contracts awarded to the lowest bidder. Zochem engaged Phase 3 to help them challenge the commodity mindset and show the market that not all zinc oxide—and not all zinc oxide manufacturers—are created equal.

Through in-depth interviews with Zochem’s customers across a variety of industries, a common theme emerged: repeatedly, procurement customers described themselves as curious, analytical, high-information buyers whose job is to “make sure”. Make sure the product meets the technical specifications. Make sure the product is delivered on time. Make sure there is enough product (but not too much) warehoused at any given time. The target’s desire to “make sure” pointed us to a strategy Zochem felt uniquely equipped to deliver on: “We sell certainty.”

We built a messaging platform around “the 4 C’s” of certainty: Consistency, Continuity, Communication, and Consultation—positioning Zochem as the one manufacturer who consistently delivers in all four areas.

This strategy led to a robust brand refresh, a new website, and the development of an evergreen content library procurement customers could use to inform their purchasing decisions, including The Purchasing Professional’s Complete Guide to Zinc Oxide. We launched a quarterly newsletter called Pure & Simple (highlighting the superior French Process production method Zochem uses to ensure consistent quality and purity of their product), and a customer appreciation program, with branded merchandise customized for key markets, all of which have amplified Zochem’s presence in the market, leading to more customer touchpoints, conversations, and contracts.