GUN GUARD: Global Expansion Case Study | SMS Chemicals Ltd & DIATOMIC

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Breaking Boundaries:
SMS Chemicals LTD's Global Expansion JOURNEY WITH GUN GUARD

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CASE STUDY

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CASE STUDY

Moti Lahat

CEO & Founder
SMS Chemicals Ltd,
Tel Aviv, Israel

Brief Overview:

SMS Chemicals Ltd, a renowned manufacturer based in Israel, has garnered significant success with its flagship product, Gun Guard. With a patented design and unparalleled performance, Gun Guard has become a trusted solution for firearm maintenance, catering to the needs of the military, police forces, gun stores, and shooting ranges across Israel.

However, SMS Chemicals LTD recognized the immense potential of Gun Guard beyond the borders of Israel. To capitalize on this opportunity and propel Gun Guard into the global market, SMS Chemicals LTD partnered with DIATOMIC, a leading strategic consulting firm specializing in international expansion.

Together, SMS Chemicals LTD and DIATOMIC embarked on a transformative journey to build the global export of Gun Guard, with the ambitious goal of reaching customers in over 100 countries worldwide. This section provides a brief overview of the collaboration between SMS Chemicals LTD and DIATOMIC and outlines the strategic initiatives undertaken to realize this vision of global expansion.

Brief descriptions of the manufacturer:

SMS Chemicals takes pride in its world-class manufacturing facility, which is led by a team of highly skilled and experienced chemical and manufacturing professionals. Spanning over 3,000 square meters for production and an additional 2,500 square meters for storage and transportation, our facility is equipped to meet the highest standards of quality and efficiency.

At SMS Chemicals, product development is conducted in a well-equipped laboratory under the supervision of our Chief Chemist and external chemists. Here, rigorous quality tests are performed at every stage, from receiving raw materials to the storage and transportation of final products, ensuring the utmost quality and safety standards are met.

Committed to safety and compliance, SMS Chemicals conducts its production processes in strict accordance with the requirements of the Ministry of Health and adheres to international quality and safety standards without compromise.

Utilizing cutting-edge equipment such as reactors, packaging and filling lines, and support systems, SMS Chemicals manufactures and packages products to precision. This tailored equipment allows us to fulfill custom-made orders for our customers and produce private label brands for governments and top companies both in Israel and beyond.

Solution:

DIATOMIC embarked on a comprehensive strategy to propel SMS Chemicals into the global market, starting from the ground up. With no existing multilingual marketing materials for SMS Chemicals' products, the first step was to identify the Ideal Customer Profile (ICP), targeting government agencies like the military and police force, distributors of ammunition and firearms, and wholesalers of gun accessories.

Once the ICP was defined, DIATOMIC initiated an extensive Lead Research process to gather contact details of potential distributors worldwide. This effort resulted in generating up to 100,000 high-level prospects interested in importing and distributing Gun Guard products in their respective territories.

Simultaneously, the Marketing department began crafting compelling content through professional photo shoots and video production conducted in Israel, Ukraine, and Moldova. This content showcased the product and its unique selling points (USPs). Additionally, DIATOMIC developed a comprehensive Brand Book, redesigned product labels, created product brochures and price lists, and built a multilingual website to enhance SMS Chemicals' global visibility.

As a final step, DIATOMIC recruited commission-based Sales Representatives globally to engage with prospects on a local level, armed with the newly created multilingual marketing materials. This holistic approach ensured a solid foundation for SMS Chemicals' successful entry into the global market.

1
language

7 languages

Before
Diatomic

Сompany
components

After
Diatomic

Multilingual Website, Branding

Compliant Labels

Pictures and videos

Multilingual Brochures

Brand Ambassadors

Prospects/Leads Globally

Multilingual Social Media

Distribution
Contracts

Brokers Worldwide

(Just letter)

(No defined ICP's)

Challenges DIATOMIC encountered

RESULTS

GLOBAL SALES

We onboarded a network of 100+ global sales brokers, established partnerships with authorized and exclusive distributors worldwide, and secured agreements totaling over 1 billion USD in committed orders for the next 5+ years.

GLOBAL LEAD GENERATION

The team of lead researchers and generation experts generated hundreds of thousands of leads for various Ideal Customer Profiles (ICPs) across the globe. These leads were effectively allocated among sales brokers and distributors, enabling and facilitating the global expansion efforts.

GLOBAL SOCIAL MEDIA MARKETING

We established and managed social media accounts across over 60 countries in more than 20 languages, complete with tailored funnels. Leveraging the profiles of MyAirShield sales brokers, we seamlessly integrated them into MyAirShield's social media marketing initiatives, optimizing marketing automation strategies.

COMPLIANCE

We conducted efficacy testing and facilitated Biocide Product Registration (BPR), PCN, and CPL label creation and design on a global scale. This included developing MSDS (Material Safety Data Sheets) for all European countries and the US in the languages spoken across the EU. We crafted comprehensive brochures and procedures, managed laboratory sourcing, and facilitated seamless communication with partners worldwide throughout the process.

SCIENCE

We assembled a diverse team of scientists, ranging from leading chemists in Israel to esteemed microbiologists and immunologists in South Africa. Together, we authored scientific papers, devised and refined efficacy testing protocols, and engineered specialized tools for conducting these tests. We managed the entire testing process, from sourcing laboratory equipment for examining bacteria and viruses to orchestrating expert videos elucidating MyAirShield's technology.

Collaborating with proficient 2D video animators, we translated complex scientific concepts into engaging visual content. Furthermore, we actively engaged in conference calls, liaising with prominent distributors and government officials to provide comprehensive support for MyAirShield global expansion initiatives.

MEDIA PRODUCTION

We organized photoshoots in Cape Town, Kiev, and Berlin, capturing visuals for MyAirShield product videos and expert content across South Africa and the United Kingdom. Additionally, we produced 3 distinct 2D video animations with voiceovers, meticulously translated into over 30 languages.

GRAPHICS

We initiated a comprehensive overhaul, starting from scratch with a complete redesign encompassing MyAirShield logo, corporate identity, numerous brochures available in over 20 languages, compliant product labels also in 20+ languages, as well as crafting social media content and product packaging, all in the same diverse range of languages.

Brand Ambasadors'

Challenges DIATOMIC encountered

1

COMPLIANCE
Due to the ongoing review of the primary active ingredient since 2012, obtaining product registration posed significant challenges. Introducing a new technology unfamiliar to most government agencies added complexity. Determining its categorization—whether as PPE, Medical Device, or air disinfectant—created uncertainty regarding necessary certifications like CE or BPR. Proving efficacy, especially as it differs from surface disinfectants, further complicated matters. Additionally, navigating China's distinct standards while acquiring documents and materials added to the complexities.
2

SCIENCE
The primary characteristic of the product involves generating chlorine dioxide (ClO2) from nearby CO2, necessitating proof of its effectiveness in pathogen elimination. Questions arise regarding the released ClO2 quantity, ensuring safety, and determining its adequacy for specific distances. Challenges persist in measuring the ClO2 release rate and testing the efficacy against viruses and bacteria under acceptable standards. Additionally, identifying a suitable laboratory equipped with viruses, time, and cost-effectiveness further complicates the process.
3

LOGISTICS
Amidst the COVID period, logistics costs, particularly from China, surged over tenfold. Challenges arose in identifying suitable harbors accommodating container ships and efficiently processing containers. These unforeseen logistics issues jeopardized numerous signed deals.
4

MARKETING
Introducing a sought-after yet misunderstood technology, coupled with compliance complexities, posed significant challenges to marketing and sales endeavors. Collaborating with the science and compliance team, we crafted video materials and brochures. These resources surpassed the effectiveness of any sales broker, leading to a remarkable surge in conversion rates.