Case Study: SSE

SSE Energy Solutions is a subdivision of the UK big 6 energy company, SSE. The company provides utility networks, infrastructure and smart platform services to businesses and the public sector through a whole system approach to create value for its customers. The company’s Energy Solutions division uses industrial marketing strategies to reach B2B buyers within its business customer base.

The Brief

SSE approached Move with a view to providing a turnkey B2B trade show solution for its appearance at the CIH Housing exhibition. There was a really tight turnaround of just four weeks for design, production and delivery of the 20 square metre stand.

The Solution

Move worked closely with the SSE marketing team to use its B2B marketing expertise and knowledge of the target audience in creating a 3D visual of how the stand would look. This was alongside developing creative messaging, which would get across the core company messages around energy efficiency and supporting advisory services. The company was hugely impressed with the stand’s impact. It garnered a record number of stand visitors and qualified leads for SSE at this event. It has consequently commissioned Move to undertake the production of its first major post-pandemic trade show stand at CIH Housing 2021 in September 2021.

Testimonial

Fantastic work by the Team at Move Marketing led by Alex Cairns. They hit the spot with the delivery of our brief, under budget and on an incredibly tight timeline of 3 weeks. The end result is superb. Exceptional service from Move Marketing, thanks to all of you.

Neil Donald, Head of SSE Energy Solutions LTDdfellow

Case Study: Extronics

Extronics has been helping customers in hazardous areas and harsh industrial environments to work smart, safe, and connected for nearly 30 years. Its world class Wireless, RTLS, Auto ID and Engineering products help clients in the Process, Oil and Gas, Chemical, Pharmaceutical and Mining industries.

The Brief

The company needed a specialist industrial marketing agency with knowledge of manufacturer marketing to develop a series of marketing campaigns that would bring attention to their key product lines. This began with the promotion of the new features of a product that could help in industrial settings during COVID-19 lockdowns. 

Early in the pandemic, Extronics added new features to the iTAG X30. The new additions made the product ideal for ensuring social distancing in work and plant environments. The wearable product, which now emits a beeping sound when two workers are standing within 2 metres of one another, was created to help provide a COVID-secure setting for users. 

Ultimately, the objectives of this initial campaign in early 2021 were to drive awareness of the product and to get more visitors on the product landing page to initiate the customer journey.

The Solution

Starting with the development of a strategic marketing baseline, we developed an integrated approach to marketing this industrial wearable product. The ongoing plan includes the utilisation of a range of digital marketing channels and techniques, including web design, emails, organic social media, digital advertising and web explainers. 

Through the course of 2021 we are in the process of developing a range of other campaign strategies and creating content and lead generation strategies aimed at positioning Extronics as a thought leader and reaching its target audiences in key sectors.

Testimonial

I have worked with the Move Marketing team for several years. For a B2B business operating on 6 to 12 month sales cycles, it was critical we found a partner that understood the nuances of marketing to a technically minded audience. Move’s team are skilled at helping us develop campaign plans and leveraging our experience to help position the Extronics brand and message to our customers. I would recommend any B2B manufacturer looking for marketing support to have a chat with Alex and his team.

Stuart Milne, Marketing Communications Manager, Extronics

Case Study:
Earnest Machine

Based in Cleveland, USA, Earnest Machine is a 75 year old global master distributor and manufacturer of industrial fasteners. Its heavy duty fasteners are primarily used in the mining, construction and machine building sectors.

The Brief

Recognising a lack of focus and different route to market in Europe, Earnest began searching for a partner that understood manufacturing businesses and B2B buyers to help build brand awareness and increase engagement in the UK and Europe.

Move undertook a comprehensive strategic analysis of Earnest’s position in the market, creating a manufacturing marketing strategy and then proposing an integrated, multichannel 12-month programme of marketing activity with which to tackle the company’s global objectives. These objectives were to raise awareness within the UK and Europe and to increase customer enquiries. 

The Solution

A number of market research surveys were undertaken in order to better understand perceptions of the Earnest brand and also what topics were of interest to prospects and customers. Using a mix of channels and a comprehensive content plan, Move has refined Earnest’s value proposition for the European market. 

This ongoing campaign is focused on creating content and a clear thought leadership position, in what is traditionally a “slow to progress” industry. Move has begun to change perceptions of Earnest and started the journey towards its stated objective of becoming the premier brand for industrial distribution solutions.

Case Study: Dantec

Dantec is a leading global manufacturer of composite hoses used for fluid and chemicals transfer. Its products are used everywhere from ports to chemical plants and even on the fuel tankers which refuel your local petrol station.

20%

increase in company revenues

Multichannel new product launch

The Brief

The company needed to transform its marketing effort and improve its communication with potential customers. This, in turn, would help boost brand awareness and positive engagement with customers and prospects.

The Solution

This has led to the introduction of a comprehensive multi-channel oil and gas sector marketing campaign using a range of online and offline channels in order to better promote Dantec’s technical excellence. This message runs alongside the promotion of the company’s full range of award-winning products. 

Initially developing a new website for the company, we then moved on to a strategic marketing audit of Dantec’s position in the market, as well as an evaluation of future market trends and competitor positioning.

Highlights have included a major new product launch, production of stands at a number of global oil and gas sector exhibitions and the development of distributor “attack packs”, designed to enhance distributor loyalty and build sales growth through existing relationships.

Testimonial

Dantec have dealt with Alex and the Move team for several years. In that time they have helped us get our message to market and expand our customer base around the world. We look forward to the next several years working together.

Jon Loach, Managing Director, Dantec

Case Study: Roto

All over the world, German-headquarted Roto is synonymous with innovative, individual and secure hardware systems that increase the added value of windows and doors for people. A global leader in the manufacture of hardware technology for windows and doors, the company has worldwide sales of more than 700 million euros and over 5,000 employees.

More than 500 loyalty programme sign ups

The Brief

Faced with much larger and well-established brands in the UK market, Roto required a different approach from its traditional stronghold markets across Central and Eastern Europe. The company approached Move with a specific challenge: to build loyalty and repeat business amongst its growing distributor base.

The Solution

We focused on positioning the Roto brand in the UK marketplace via the development of a range of promotional campaign materials. This included a distributor rewards campaign online portal, as well as associated exhibition material, print collateral and a comprehensive supporting PR and social campaign.

This multi-channel, integrated, building products marketing campaign resulted in more than 500 distributors signing up to the rewards programme. In turn, this resulted in both increased brand loyalty and encouraged repeat purchase from the 500 customers.

Case Study: CVE

Cambridge Vacuum Engineering (CVE) manufactures and distributes vacuum engineering technologies to other manufacturers around the world. Its products are used in heavy process industries to weld together thick section joints on a huge variety of products. Think everything from wind turbines to civil engineering projects!

Campaign reach of over two million 

60 leads of £1m+ capex pieces of equipment 

The Brief

Cambridge Vacuum Engineering approached Move to help with the international product launch of an innovative piece of electron beam welding technology, set to revolutionise the sector. The sales process for this equipment is incredibly complex and high-cost (with one product selling at over one million pounds). Build time also takes around six months and the entire sales process typically takes a further 18 months. With this in mind, it was key to highlight the overarching benefits and cost-savings associated with this complex, yet transformational product.

The Solution

After establishing a clearly defined strategy and researching the optimal geographic markets and industry sectors, we executed a comprehensive integrated marketing campaign. The industrial marketing campaign covered more than 20 different channels, seven languages, placement of over 100 trade adverts and a carefully managed and tracked drip feed of core campaign messages across multiple platforms.

Over the course of six months, we achieved a global ad reach of more than two million. More importantly, we successfully passed over 60 global leads, ensuring the delivery of a multimillion pound future sales pipeline.

Case Study: Advance

Advance is one of the UK’s leading catering equipment distributors. Its products and services are used by many of the country’s biggest casual dining groups and restaurant brands, such as Pizza Hut and Carluccios.

25%

increase in company revenues

Complete company repositioning

The Brief

Advance Catering contacted Move with a view to implementing a campaign specifically targeting the casual dining sector. To do this, we would focus on positioning them as a thought leader with B2B buyers and helping them to evolve from purely a product supplier to more of a solutions-led consultant under the “Smart Kitchens for Casual Dining” campaign theme.

Following the success of this campaign, the company then asked us to address their wider corporate positioning and brand awareness.

The Solution

In the first instance, we undertook a full audit of the company’s position and produced a campaign and content strategy which would later be implemented under the “Smart Kitchens” umbrella. After identifying four key pillars for this theme, geared around unique aspects of the offering, we set about communicating this approach across a range of channels. 

This included the development of technical white papers, extensive use of trade press to position key messages and the use of video web explainers, which combined commercial kitchen footage with animation and voiceover. We also made effective use of social channels and an associated email marketing and telemarketing campaign. This helped us to hone in on key decision makers and support the Advance Catering sales team in converting leads into sales appointments.

Over a longer period, we then completed a full company rebrand, the development of a corporate website which clearly segments the different elements of their offering, printed collateral and management of the company’s PR and social channels.

Testimonial

Alex and the team have been a breath of fresh air having dealt with many marketing agencies over the years. We agree a plan and a budget and it just happens…when we agreed it should and to a consistently high standard. I see Alex and his team as an extension of my own and they never let me down. I would definitely recommend Move Marketing to associates and colleagues. In fact I already have!

Darryl Pannell, Commercial Director, Advance Group