How We Work: The Haywire Process
We build the digital infrastructure that ensures your lines are the easiest to find and specify in your territory. Here is how we move your rep group from digital noise to professional authority.
1. The Audit & Alignment
We start by identifying the "Digital Drift"—where your branding is inconsistent or where designers are hitting dead ends.
Manufacturer Sync: We align with your core lines to ensure their specific brand standards are met. This includes verifying that all logos, color palettes, and brand narratives on your platforms match the manufacturer's current global identity.
Asset Inventory: We organize your catalogs, price lists, and imagery into a single, accessible database. We audit your existing files to ensure you aren't hosting outdated 2023 price lists or low-resolution renders that hurt your professional image.
Gap Analysis: We pinpoint exactly what is missing. If a top-selling line lacks detailed product information, we flag it as a priority for the build phase.
2. The Digital Showroom
We transform your website from a static list of logos into a high-performance resource hub for the A&D community.
Self-Service Hubs: We make it easy for designers to find price guides, finish swatches, and Revit/BIM files without having to email you. By creating a "one-click" environment, we save the designer time and reduce the administrative burden on your sales team.
Search Optimization: We ensure your group shows up first when local dealers and designers search for products in your specific territory. We optimize for local intent (e.g., "Contract furniture Santa Fe") so you capture leads at the moment of discovery.
Mobile-First Accessibility: Since specifiers often look for specs while on a job site, we ensure all technical PDFs and galleries are lightning-fast and easy to navigate on mobile devices.
3. Targeted Digital Marketing
Once the foundation is solid, we use digital marketing services to drive high-intent traffic to your portfolio.
Spec-Focused Content: We create social media posts that answer technical questions and showcase real-world installations. We focus on "educational storytelling"—showing how a product solves a specific design challenge like acoustic privacy or ADA compliance.
Designer Outreach: We use visual search (Pinterest) to put your products in front of specifiers actively working on project schedules. We turn your Instagram feed into a searchable portfolio that connects "inspiration" directly to "specification."
Intent Tracking: We monitor which lines are getting the most clicks and downloads. This provides you with "Sales Intelligence" you can take back to your manufacturers to prove the value you are driving in the territory.
Why it works for Reps:
You focus on the face-to-face relationships and closing deals. We handle the 24/7 digital heavy lifting that ensures you stay top-of-mind even when you aren't in the room. We turn your digital presence into a "silent partner" that handles the FAQ and resource delivery.
Why it works for Manufacturers:
We ensure your corporate assets (Revit models, catalogs, etc.) actually get used by the people who matter. We protect your brand integrity at the local level while providing your reps with a spec-ready digital presence that drives volume and simplifies the path to purchase.