Case Study: Marketing & GTM Strategy

Marketing & GTM Strategy for a Safety Equipment Manufacturer An innovative safety equipment manufacturer based in Loughborough - approached OutpostX to see what strategy we would implement to improve a products export potential.

Different from other products made by the manufacturer - with a much lower price point and simpler design - declining sales numbers meant the manufacturer was considering discontinuing the range altogether. Before Outposting their marketing The product was sold alongside other (more expensive) group products with enquiries - turnaround time for a sales representative to get back to customers was few weeks - enquiries were driven by investment in SEO via a specialist SEO agency.

Marketing material and social content was extremely limited.The target audience were people in construction and developers of small housing estates. Website Visitors: 1200 per month Enquiries: ⅔ per month SEO cost: £1200 / month Sales: 400k per year Analysis The Outpost Marketing approach started with a detailed customer analysis - Our research showed the audience for the product was distinctly different from its other products. 

The product was being sold & marketed to an audience that was more concerned over budget than safety. Our research suggested senior health and safety figures would be a better audience to enable growth.

Strategy

• Turn the product into a sub brand.
  

• With its own brand, domain and website.

  
  

• Add an E-store on the website to process smaller orders (without using sales resource).

  
  

• Target Health and Safety professionals & decision makers.

  
  

• Improve technical information on marketing material, video content to match the audience.

After Outposting their marketing

The strategy was implemented in phases to keep costs low - The company subscribed to our ‘Professional 20’ Package. Using design & copywriting support to implement the strategy at a low cost.

Step 1: A slight brand refresh to bring it up to modern standards without losing existing recognition. Changing all material for improved design, technical and safety focused feel to improve product credibility. Highlighting on test results, demos to build confidence in the product. Improvements to user guides, how to assemble videos and instructions / packaging improvements.

Step 2: Creating a dedicated website for all this information to be easily accessible by the target audience. A brand focused domain name, improved UX on the site resulted in improved conversions. E-store on the website took care of small orders of up to 2k- 3k pounds without input from sales teams.

Step 3: Long form technical content and articles across Website, Linkedin and leading health and safety magazines. To improve brand recognition and reach a wider audience improving export potential and local sales as well.

The product has now (3 years on) been sold in virtually every continent. A 300% increase in inbound enquiries. All small orders sold at a higher price via the e-store freeing up sales staff to focus on larger deals. Improvements in brand allowed improved pricing power - allowing an increase of 30% to the RRP.

Website Visitors: 800 per month

Enquiries: 12 - 14 per month

Cost: £1499 / month

Sales: 600k per year 55 Documents created, 1 website delivered, 1 rebrand, 8 videos, SEO and 3 print ads.