Objectives

• Incrementally increase revenues, while maintaining appropriate margins
• Retain existing customers and sell additional products & services
• Win new customers via Direct Sales and Distribution Resellers in both current and new market sectors
• Develop the profitable Service & Maintenance business and export sales
• Improve awareness and image across all target market sectors, especially against key competitors

Strategy

Our 'ShereMarketing Plan' methodology was employed to firstly investigate the current situation and then set out detailed recommendations. Our bespoke integrated marketing solutions plan included a comprehensive PR strategy across targeted business media, a cost-effective advertising campaign, a refreshing and dynamic PowerPoint presentation and supporting sales collateral. There also followed an important brand re-development exercise, introducing Labcold as a major name.

Results

The PR programme worked extremely well within the budget constraints, optimising presence in relevant media with a series of exclusive feature articles and case studies, as well as developing the Labcold brand. This consistent messaging, along with an impactful and cost-effective advertisement campaign raised the company’s profile within the industry. The name change and associated logos and communication material, including a re-vamp of the website, e-newsletters and Product Guides all embraced Labcold’s “new” presence in the market place.

Through the period Labcold experienced continued year on year growth in sales revenue. The company also more than doubled the number of its UK distributors, and established significant sales in three export markets.