Welcome to Concept Communications
Contact info
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Call:
+38 (068) 133-35-89
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Write:
lumex.inbox@mail.com
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Visit:
742 Crescent road, Toronto, Canada
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Marketing Strategy & Retained Activation
Marketing Strategy & Retained Activation
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Client:
Performance Adhesives
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Service:
Business Strategy & Planning
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Website:
www.performanceadhesives.co.uk
About project
Performance Adhesives are a fast-growing national distributor of construction products and technical training. Their unique partnership with leading manufactures allows them access to a great variety of brands and product lines for different construction applications.
Concept Communications worked with PAL over a 2 year period during which they achieved growth from a £400k Rev. business to a £2.45M Rev. business - a growth rate of 6.2X.
During that period we delivered 285 inbound leads for the technical sales team to convert, with an ROI achieved on CAC on the first average order.
Our Approach
PAL had a diverse range of opportunities for growth, but prioritising and structuring the approach we took was key to building and maintaining traction.
We began working together with a marketing strategy workshop including group investors and the management team.
Prior to the workshop, we surveyed (anonymously if they chose to be) key members of the leadership, operations, training, technical and sales team to understand perceived strengths and weaknesses of the current approach and to allow conversation starters for the day.
On the day, we welcomed the full team to feed back on the follow areas:
/ The success of current marketing and lead-gen activities
/ Lead conversion rates
/ The current customer journey and any challenges within it
/ Appraised attractiveness of different market segments
/ Horizon planning – we talked through the macro environment and potential impacts on the future plan
/ We conducted a SWOT analysis, aligning PAL’s ability to respond to the opportunities
/ Finally, we prioritised market sectors and defined our approach to targeting growth within them
Following this basis, Concept Communications presented back a 12-month tactical plan to target each segment which is currently being deployed.
This was then delivered across 2 consecutive years to achieve 6.2X growth.
What They Said
“In truth I thought we were doing a pretty good job when it came to strategic marketing, though knew there were gaps that needed filling. What transpired was the gaps were canyons and within no time at all we had a plan to fill them. Not only did they set up a 12-month marketing campaign covering our key products, but they have also been instrumental in creating a cohesive structure within the business. In short - Exceptional value for money. "
Simon Shearman, Group MD
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What We’ve
Achieved Together
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