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Systemex Marketing Case Study
| Business Type: |
Trade Services |
| Marketing Solution: |
Branding Strategy + Website Content |
Systemex has developed unique technology and processes to recolour aluminium joinery without having to remove it from the building. However the company's marketing was letting it down until Robin Major Marketing gave the website a make over.
It did not have the right words to explain its superior value proposition and it looked and sounded like just another tradesman. This made it hard to believe the company's claims and justify the investment required to recolour aluminium.
To set Systemex apart from the competition it was important to give the brand more credibility. With a more professional marketing image it would be more likely to be perceived as a serious alternative to replacing aluminium joinery.
The client had already heavily invested in vehicle signage so the logo could not be updated. However to reinforce the desired brand positioning as a safe established alternative to replacing aluminium joinery a new more professional website was
planned, written, illustrated, designed and built.
Building confidence and reducing perceived risk were important so I interviewed customers for testimonials that supported the desired brand positioning, wrote a product guarantee and described the recolouring process without giving away valuable intellectual
property.
To create an impression of size the text used the language of a company rather than an individual. To ensure quality web enquiries were generated, a costing guideline was created to set price expectations. In addition:
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A downloadable product brochure was written to build the prospect database and allow website visitors to read and print the information at their leisure. A hard copy of the brochure was produced
for use as a sales tool at sales meetings. |
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A marketing plan was researched and written to promote the business in the South Island |
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Contact Robin Major today to receive obligation-free advice about how to improve your small business marketing.
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