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Our client was a family-owned and operated company serving the mining and heavy earthmoving sectors with tire repair and supply, aspiring to lead in tyre and wheel solutions across Australia.
The company faced a reactive mining sector with low loyalty. Out client’s lack of internal marketing capability, and confusion over their brand identity was limiting their growth potential.
The business needed to better understand its customer base and clearly define and communicate the benefits they offered to different segments. Our client was supported with a strategic program comprised of:
Foundational customer research
Was undertaken to inform a position of strength against global players and clarified opportunities for additional product offerings.
Developing a business and brand narrative
To support the position and built out brand guidelines to ensure consistent application and tone of voice across all communications.
Bolstering marketing capability
With the appointment of in-house marketing resources and engaging with specialist marketing agencies.
Mapping buyer’s journey
Using insights and channel plans to enable smarter channel selections and execution of tactical plans.
Delivering a segmented communication program
With a focus on brand, product marketing and education.
Our client’s business strategy now aligns with their marketing efforts. The market position of the client is clear, and a cohesive brand identity has been established. With an appropriately resourced marketing function in place with KPIs and performance tracking, sales and marketing are aligned as the revenue engine for the business. The support the client received with the strategic marketing program has set the foundation for achieving their ambitious future growth targets.
