Online sales reach their potential with strategic marketing support

About the business

Our client was a New Zealand-based supplier of industrial packing equipment for the food, manufacturing and engineering sectors. Despite a reputation for being an industry innovator, our client faced a challenge expanding their market reach, enhancing customer engagement, and efficiently generating high-quality leads with a limited budget and resources. The goal was clear – develop a distinctive market position that showcases the value the business brings to its New Zealand clientele and secure growth by attracting the right customers.

The Challenge

Our client faced a range of challenges they needed to overcome to achieve their growth goals:

A poorly articulated value proposition needed to be refined to clearly align with their business plan and customer expectations.
Current marketing efforts were wasting budget and not delivering desired returns. Marketing activity needed to be optimised to generate more leads with a limited budget.
The client was spending a large amount of time and resource cold calling potential clients, with little return. It was necessary to shift focus to quote development and customer engagement to boost revenue.
The business was operating in a market cluster with little differentiation from competitors. It was critical to establish a unique market position that resonated across their marketing channels and customer interactions.

The Customerit solution

Value proposition articulation

Customerit undertook a holistic approach to transform our client’s marketing strategy.

The first step was to ensure the value proposition was clearly defined and communicated, aligning closely with our client’s business objectives. This involved internal documentation and analysis.

Customer research

Foundational research across target audience groups was conducted to understand their needs, attitudes, and purchasing behaviours. This research clarified the market position, target audience, and key messaging.

Go-to-market strategy development

With the positioning agreed upon, we developed a comprehensive go-to-market approach, focusing on communication channels, product presentation, and services that supported our new strapline and messaging.

Resource building

We built resources around the current team, aligning with their capabilities to make them scalable for growth. Performance of existing supporting agencies was reviewed, KPIs set, and detailed briefings provided to ensure expectations were clear.

Implementation and agency engagement

The new positioning and messaging strategies were implemented, with supporting agencies engaged to deliver on the new vision. Regular reporting, review meetings, and a focus on activities to drive the business forward were established.

The Outcome

Our client’s marketing transformation led to significant improvements in customer engagement, lead generation, and market positioning. In a six month period, the business recorded a 640% increase in online sales revenue based on the new marketing plan.

Working with an experienced marketing strategist set our client on a path to achieving their growth objectives, with a robust marketing engine that operates efficiently within their budget constraints. The strategic positioning and targeted marketing efforts have positioned the business as a leader in the industrial equipment supply industry in New Zealand, demonstrating the value they provide to their customers through innovative solutions and exceptional service.