The Value of Repositioning Your Product for Multiple Uses

In the days when desktop computers were first introduced into the workplace, use of typewriters began to decline. A manufacturer of mobile typewriter stands saw the writing on the wall: demand for their product would drop significantly as new “workstations” were being designed to accommodate computer usage.

Responding to Change

Around the same time, fax machines were also becoming standard office equipment. One day, a sales representative for the typewriter stand company had a breakthrough idea: why don’t we sell typewriter stands as fax machine stands?

The manufacturer changed almost everything. New name. New description. New label and packaging. New promotional materials. But one thing they didn’t change was the product itself. They successfully sold it as a fax stand for many years.

Multiple Categories Reach Multiple Markets

Repositioning a product worked back then and it works today. In fact, our capabilities for positioning products for multiple uses across multiple channels is greater today than ever before.

Take a utility table designed for an industrial setting. We might develop a strategy that repositions it for use in a high school STEM classroom.  That same approach can work with a broad range of products from office supplies to furniture to technology aids.

When repositioning, it’s important to work closely with resellers’ organizations to identify appropriate product categories. Sometimes it’s a matter of rewriting product descriptions to emphasize different details or putting a different prop in the product photo. It may even be necessary to change the product title.

If you’d like to explore the possibilities of repositioning your product for multiple uses, contact Stuart Glass ( of Midwest Resource Group.

Persuasive Product-Centric Marketing Drives Optimization

Traditionally, marketing has focused on the power of brand messaging to establish value, influence consumers and drive sales. But, today a whole new avenue has been made available and digital marketing practices are able to add value by focusing on the individual product level.

Technology Changes Everything

Tactics we now take for granted didn’t exist 20 years ago. Email, in the form of AOL, Prodigy and CompuServe launched in 1998. Google was founded the same year. Facebook started rolling out to the general public around 2006. And, most of us began using smartphones well into the first decade of the 21st century.

As a result of these extraordinary changes, in addition to what most people learned about marketing in college, we need to adjust our thinking about influencing buying habits to match the reality of how people shop today.

Consumers Using Search to Shop

The transition from traditional retail to online shopping is well documented. But it’s important to understand how people shop online.

Often, shoppers are using search in platforms such as Google, Amazon, and others. Search results lead them directly to the product page for the item they want to buy. Shoppers are experiencing brand messages at the product page level, sometimes missing key components to the value proposition.

What does this change in buying habits mean for businesses from a marketing perspective?

It means we need to get really granular. We need to employ a product-centric approach to present a specific feature-benefit solution and unique value proposition right where end users make buying decisions. We need to deliver engaging, rich digital content at the item level to drive conversion to basket.

Create a comprehensive online sales experience

To determine whether you’re optimizing your online marketing efforts, take a critical look at your digital presentation at the item level. Ask yourself these questions:

  • Do you have a comprehensive sales presentation on each and every product page?
  • Is your page content item-specific?
  • How is your product described? What is related in your copy descriptions and bullets, etc.?
  • Does each product page include an image set and video(s)? Are image and video assets customized to the specific item on the page?
  • Have you included all the structured and non-structured elements on the product page for resellers?
  • Are additional elements available that can enhance the end user experience?

With a persuasive product-centric approach, your online sales presentation becomes more effective on each and every product, resulting in more informed shoppers and increased sales.

Midwest Resource Group can work with you to effectively organize and deliver an optimized content presentation right where customers make their buying decisions in today’s digital marketplace—at the product page. For more information, contact Dan Glass at

Adjustable Height Lab Tables


Under the Microscope

Diversified Woodcrafts Featured Product of the Month



Adjustable Height Lab Tables


  • Adjustable Height Tables can adjust in 2 cm increments from 27-3/4″H to 39″
  • They can be adjusted for use as an incline surface for physics
  • The wood is finished with a chemical resistant, earth-friendly UV finish.
  • Weight capacity of 500 lbs


Features of these Tables

  • Available in three top options, Plastic Laminate, Phenolic, or Chemguard
  • Optional casters sold separately
  • Made from solid Oak


Know Your Reseller

We are living in a rapidly changing business environment with increased end user, and reseller demands. The empowered end user requirements to make a purchasing decision have changed how our resellers and manufacturers go to market. Having a deep knowledge of the end user requirements and our resellers capabilities allows for us to increase sales.

Managing these demands and the relationships with our resellers to engage is a core competence.

Engaging the Platforms

Ten years ago, the prevailing practice was straightforward; sales and marketing agencies presented merchandising resellers everything they had about manufacturers’ products, and every account received more or less the same materials. But in today’s digital business world, resellers have different platforms, user interfaces and affiliations.  The knowledge to differentiate between different resellers capabilities and relationships to engage makes a difference.

Working with merchandising resellers today requires more attention, more time and more resources. As a result, Midwest Resource Group is having different kinds of conversations with our manufacturing partners and valued resellers. We are totally engaged with our resellers’ organizations at multiple levels and departments, so we have a clear understanding of their interface, digital capabilities, affiliations and partnerships.

Deliver Comprehensive, Customized Assets

It takes more than a territory manager alone to provide resellers with this level of expertise and service. Midwest Resource Group’s office staff includes a robust team of experienced e-commerce professionals who collaborate with territory managers to design and deploy customized, advanced systems for more effective delivery. Our proven process results in strong relationships and continued growth for our customers.

If you’d like to learn more about how Midwest Resource Group will leverage the power of its valued relationships with resellers and distribution channels to grow your market, contact


Organization just got easier with Deflecto’s Stackable Caddy Organizer!


Deflecto’s Stackable Caddy Organizer is essential for bringing supplies with you, or organizing a small space. Stack and carry multiple caddies using the lift & lock feature—up to 40 pounds combined! Hinged snap-tight lids keep items secure and are easy to remove when you’re ready to work



Deflecto’s Stackable Caddy offers multiple options when to comes to storage. Keep supplies contained, visible, and out of the way. The Stackable Caddy’s clear removable storage containers let you see items easily and can be hung using the 22” Wall Mounting Bar. Defelcto’s Stackable Caddy Organizer in combination with Deflecto’s Wheel Base supplies you with a mobile storage solution. Lift & lock levers secure multiple Caddy Organizers to the Caddy Wheel Base. Swivel casters let you move an entire stack of supplies safely and easily.




Cut the clutter and save valuable space. Deflecto’s Stackable Caddy System is a must.