Case Study: Marketing for Safety Product Manufacturer

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

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. Turnaround time for a sales representative to get back to customers was a few weeks and 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. What Marketing before OutpostX looked like; 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 other products in the group. 

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 an independent 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 through omnichannel campaigns (print / digital).

  
  

• Improve technical content through materials, video, social channels to match the audience.

After Outposting their marketing

The strategy was implemented in phases to keep costs low - The company subscribed to our ‘Outsource’ Package with a web development add on. Website was delivered within 1 month. The Central production team made SEO improvements, created print material and integrated campaings across multiple channels.

1: A brand refresh to bring it up to modern standards without losing existing recognition. Updating and redesigning all material with improved design, technical information and visuals with a primary focus on safety and engineering 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.

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. Generated over 100k through online sales alone.

3: Long form technical content and integrated campaigns 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.

4: Multi-lingual SEO support to meet export ambitions. Targeting countries in Europe, US and Middle East. Over 400K generated from export in 2 years. Demand created stock issues.

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.

Delivery in Numbers

Website Visitors: 800 per month

Enquiries: 12 - 14 per month

Cost: £1499 / month

Sales: 600k per year 55 New Documents created (digital / print) 1 website delivered 1 rebrand 8 videos SEO 3 print ads.