Marketing strategy, marketing planning, marketing support

Who was it for?

A small family run business in the timber industry

Background

Our client recognised that competitive pressures in their market were coming from new entrants, particularly from the high volume, low cost warehouses and “sheds”. Additionally, the business had both retail and trade customers with varying requirements in terms of product support and technical help.

Challenge

To establish a positioning for the company which enabled it to compete against the bigger companies competing on cost and to review the company’s marketing activity to ensure it reflected the types of customers they wanted to attract and retain.

Solution

A number of workshops were held with all the senior management team to go through a strategic audit. With our assistance as an independent and challenging moderator, this led to a consensus on how they believed they should aim to add and deliver value to their customers and which markets they should focus on. We then worked with the team to develop a marketing plan with clear objectives linked to marketing activities.

The marketing plan outlined various marketing projects were then implemented on their behalf to support the marketing strategy and help meet the business objectives.

Outcome

The client has a new brand design to reflect his positioning, a new website which highlights and reinforces his point of difference and focused on the key markets he wishes to attract. Regular customer relationship management has been put in place through offline and online marketing activities and the company has won several local contracts for public and private sector building projects.

The client continues to use us as an outsourced marketing resource for both implementation but also for ongoing support and advice.

Go Back