A medical device supplier is trying a novel approach to talk to customers—using named, human characters instead of just product descriptions.
It's unusual for a supplier to put anything other than their product front and center when advertising to potential customers. But that's exactly what Smalley Steel Ring Company decided to do when it introduced Shel and Shelli to the world.
Wait, who? Shel and Shelli aren't exactly mascots, but they do put a human face on Smalley's engineering expertise.
Smalley, a supplier of rings and springs for the medtech and other industries, has approximately 500 employees and is headquartered about an hour's drive from Chicago in Lake Zurich, IL. The...