Client:

German subsidiary of an International Player in the Fire Protection Industry in Europe. Loss-making Business, small market share and stagnating business. The challenges are around Brand Awareness, Customer Intimacy and Lead Generation. How to improve all this by implementing a successful Marketing Strategy

Challenges/ Problems to be solved:

• No Marketing Expert
• No Marketing Strategy
• No Market Segmentation / No Target Segments
• No Segment DMU Marketing Materials (Brochures / Landing pages)
• No Content Marketing for Target Segments
• Non-Optimum Webpage
• Poor SEO
• Poor use of SEM
• No Online Lead Generation
• No TCO Calculator
• No Executive Summary for Bid Management
• Poor Catalog Production Process
• Fairs & Exhibitions Targeted at Installers

Achievements

• Marketing Expert hired for Germany and actively working
• Marketing Strategy Implemented and aligned – brand building
• Sub strategy for online, offline and 3rd party in place
• Market Segmentation finalized for 3 Target Segments
• Content Marketing for Target Segments (DMUs)
• Content is regularly produced and placed on the Social Media (LinkedIn / Xing etc…)
• Finalized Webpage to address the needs of target groups (DMUs)
• Segment DMU Marketing Materials Available (Industry Brochures, Success Stories etc…)
• Catalog Production Optimized through the use of PMI Software
• Executive Summary Finalized / text Blocks for Bid & Tender Management
• TCO Calculator developed
• Communication strategy
• Campaign process per target group
• Representative image
• Market research (market figures, customer satisfaction)
• Webpage is Search Engine Optimized
• Google Add-Words used effectively (SEM)
• Online Lead generation through (Tender platform and Market Intelligence Platforms) further optimized
• Fairs & Exhibitions targeting the DMUs in Targeted Segments

Results after 1.5 years:

• Double Digit Sales Growth
• Sales Pipeline filled with qualified opportunities
• New Customers
• Dialog Marketing with existing and new clients
• Improved Customer Intimacy resulting in more sales with existing Customers