Thomas has been connecting industrial buyers and suppliers for more than 125 years. The Industrial Icons blog series celebrates the longtime customers who have grown their businesses with Thomas and the marketing and advertising solutions that have evolved along with them over the years.
For decades, Reynolds Culligan has provided essential water treatment solutions for the manufacturing, energy, healthcare, municipal, educational, and pharmaceutical industries. Supported by deep family roots and decades of industry experience, the Reading, Pennsylvania-based company has continuously evolved its digital presence to stay ahead of market trends and regulatory shifts. In this Q&A, Reynolds Culligan’s Manager of Commercial Industrial Products Ronald Reichwein and General Manager Debbie McGlynn discuss their decades-long journey with Thomas, recent major wins, and what keeps them optimistic about the future of their business.
How and when did you get started advertising with Thomas?
Reichwein: We started advertising with Thomas in the print version back in the 1990s.
What have been the biggest wins in your journey with Thomas so far, and what has kept you with Thomas for so long?
Reichwein: I would say there are two wins that really stand out. First of all, the success of our website, how it keeps growing every year. ... And the second is the biggest retail sale that we've ever had, which came from Thomas this past year.
McGlynn: We had a website that did not work, and we were getting no new customers. When we first contacted Thomas to help with our marketing, the first thing we addressed was the website redesign. We added the catalog for our component sales. Since we launched the new site, we are getting found in searches for water treatment systems and softeners, deionization, and reverse osmosis systems. We continue to add content with the Thomas SEO program.
What’s something you’ve learned from working with Thomas?
Reichwein: One thing that I've learned is that the marketing side of the business takes a lot of time and effort. I guess you don't appreciate how much time it takes until you're involved in it and see what goes on.
McGlynn: It's really a collaboration that’s very different from when I handled the household website and used a local marketing company. Back then, we met every month. Now, I meet with the Thomas team every week. I call it ‘making the sausage.’ That's what this process is — you do something, you get it together, it's great, you send it off, it brings stuff in, and then you move on to the next project.
What’s a trend you’re seeing in your industry/sector right now? How are you adapting your marketing strategy to meet that trend?
Reichwein: We've been focusing on some new issues that have come to light in the past couple of years, like PFAS, high-quality water, and reverse osmosis. We've been working with Thomas on eBooks to make people aware and educate them about these topics.
Manufacturing has proven to be an enduring industry in America, even amid political and economic changes. What gives you hope for the future of the industry?
McGlynn: We sell Culligan. We don't sell X, Y, Z brand. So our success is absolutely related to the brand. It’s our job to make sure that we get the brand out there on a local level. The knowledge that we have helps the next generation. Ron and I had our fathers in the business, as well as my grandfather and brother, so we have some family ties that other Culligan dealerships also have. This legacy means the brand doesn't die because of turnover or different owners — there are actually owners with a historical connection to the brand. We grew up together in this business with our families. That makes a big difference, and I see that across the board with Culligan. That's what separates this brand from so many other brands out there: the family connection. Some people call it “tribal knowledge” — for us, that means we talk about it around the dinner table — other people don't necessarily do that. That's a big thing that separates us from a lot of the competition.
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