Euro Quality Coatings

Sector:
Building Products | Manufacturing | Technology | Powder Coatings

Services:
Marketing Strategy | Positioning | Product Launch

Overview:

Euro Quality Coatings (EQC), a leading provider of high-quality coatings solutions, engaged Built for Marketing (BFM) to revitalise its digital presence and enhance its marketing efforts, specifically to show direct sales growth through supplying lead follow up for the internal sales team. In this case study we detail the comprehensive services provided by BFM, the challenges addressed, the solutions implemented, and most importantly the relative return on investment realised by EQC vs limited marketing cost.

View work examples:

The Challenge:

  1. Broken Website: EQC’s original website was outdated and unmaintained, difficult to navigate, and plagued with broken links and functionalities, leading to a poor user experience and extremely limited online presence.
  2. Engagement Tracking: EQC lacked tools to effectively measure and follow up on new business engagements, missing out on potential sales opportunities.
  3. Marketing Outreach: EQC’s email marketing, social media, and database management were not initiated and thus did not drive engagement or sales conversions.
  4. Content Creation: The company struggled with creating compelling copy for its website and social media platforms, as well as producing high-quality video content and photography.
  5. Outdated and inconsistent brand use. EQC only had a low resolution logo and needed guidance on brand management and aligned values.

The solution and results:

  1. Website Redesign and Development:
    • Identifying Issues: BFM conducted a thorough audit of the existing website, identifying key areas for improvement.
    • New Website Creation: A new, user-friendly website was developed, featuring a new brand design, improved navigation, and enhanced functionality.
  1. NEW Brand:
  • BFM created a new Brand identity, with clear Brand guidelines for use and ongoing management. This included a special adaptation for EQC’s 30th
  1. Engagement Tracking:
    • Canddi Integration: BFM implemented Canddi, a tool that tracks website visitors and measures new business engagement. This enabled EQC to follow up on leads more effectively and convert them into sales.
  2. Email Marketing and Database Management:
    • Targeted Campaigns: BFM developed and managed targeted email marketing campaigns to nurture leads and engage existing customers.
    • Database Optimisation: The client’s customer database was cleaned and segmented to improve the efficiency and relevance of marketing efforts.
  1. Social Media Campaigns and Management:
    • Content Strategy: BFM crafted a comprehensive social media strategy, including regular posts, engagement tactics, and ad campaigns across various platforms.
    • Campaign Execution: Ongoing management and delivery of social media campaigns, focusing on building brand awareness and driving traffic to the new website.
  2. Content Creation:
    • Copywriting: Professional copywriting services were provided for the new website and social media channels. This included creating compelling case studies highlighting successful partnerships and projects.
      • Partner Case Studies: Detailed case studies for Brompton Bicycles, Herschel’s, Wardill Motorcycles, and Titan Eco.
      • Project Case Studies: Success stories for projects like Elephant Park for Brooksby Balconies and Winterstoke Hundred Academy highlighting the louvres installed.
    • Video and Photography: Creative video content and photography were produced to showcase EQC’s services and success stories.

Results

  • Return on Investment: BFM’s comprehensive marketing strategy led to £140k in new business over the last 12 months.
  • Increased Web Traffic: Monthly website views surged to 1300 pages from a zero starting position.
  • Social Media Success: LinkedIn ad campaigns achieved 50,000 served ads with 300 click-throughs per month, significantly enhancing brand visibility and engagement.

Built for Marketing’s comprehensive service delivery has successfully revitalised EQC’s digital presence and significantly boosted its marketing performance. The collaboration has resulted in impressive business growth and a strong return on investment, positioning EQC for continued success in the competitive coatings industry.

For Built for Marketing a marketing strategy is aligned to a business’s overall plan. For marketing, this plan includes reaching prospective customers and converting them into an active customer base for either their products or services. Our client, marketing strategies ensure the company’s value proposition, key brand messaging, data on target customer demographics, and other high-level elements are fully understood and communicated internally and externally.

We improve the company’s positioning by developing research within each of the key markets the client works within. Our efforts are focused on capturing of costumer and marketing perceptions through comprehensive surveys and carry out local market/competitor analysis.

The results of the research enable to communicate on a local level with each of the key markets defined by the client.

BFM manages the full process of launching a new product. We will cover everything from overview brochure, photorealistic renders, new technical data sheets, launch posters to a complete online communications plan. We also have the ability to create and manage launch events or corporate gatherings. 

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    What Euro Quality Coatings says

    “The transformation that BFM has brought to EQC is nothing short of remarkable. Our previous website was a major hurdle, and the comprehensive overhaul provided by BFM has not only enhanced our digital presence but has also significantly improved our business metrics. The integration of Canddi has been a game-changer, allowing us to track and follow up on leads with precision. The targeted email campaigns and social media strategies have driven significant traffic and engagement, leading to substantial new business.

    The professional content creation, from compelling copy to visually engaging videos and photography, has set a new standard for our marketing efforts. As a small SME we are thrilled with the results, particularly the £140k in new business within such a small timeframe. With our time working with BFM we have not only seen business benefits but have built long standing friendships”.

    Steve Rosher, Executive Director, Euro Quality Coatings

    Steve Rosher, Euro Quality Coatings