Signed, SEALed, delivered
Background:
Balls2 Marketing began working with Extrudaseal in 2020 and were tasked with opening new doors for Extrudaseal, turbocharging the market profile of the new PremaSeal range, and increasing leads.
The Balls2 Marketing team assembled a list of communication objectives to achieve Extrudaseal’s corporate goals for the PremaSeal range.
- Generate email marketing open rates of more than 10 percent
- Achieve email marketing click-through rates of more than the manufacturing industry average of 2 percent
- Generate 100 leads from event attendance
- Increase targeted digital audience of fabricators and installers by 35 percent
- Increase brand awareness of the PremaSeal range
- Achieve combined press coverage in the trade media of more than 100,000, with a target of securing at least one quarterly thought-leadership article or piece of content in the industry’s leading magazine, Glass Times.
Action:
Ahead of the launch, the Balls2 Marketing communications team liaised with key stakeholders from across the supply chain, both regional and national, as well as trade bodies.
With a years’ worth of trial data from customers to work with, which had been part of the testbed improvement launch, our digital team collaborated with Extrudaseal at a pivotal strategy workshop to audit the results and assess the most effective key messaging and data.
It was during this session that ‘Anti-Stretch Technology’ was born as a strapline and used to underpin the launch.
In order to enhance the thought leadership presence of Managing Director and innovator Chris Byers, we used our industry knowledge and understanding of the market to identify platforms we could use to achieve this. These included LinkedIn, trade shows and networking, as well as B2B introductions.
Our biggest priority was to keep the launch simple yet effective. Across PR and social media, we calculated significant hero stats from data gathered during the year-long trial. We also used direct quotes from a customer testimonial drive as part of our communications activity.
Results:
We registered the following results as part of this brand awareness and lead-generation campaign:
- Silver for best Construction, Property or Infrastructure Campaign at CIPR Midlands PRide Awards 2022
- Email marketing – we achieved an average open rate of 14.5 percent, against a target of 10 percent. Plus, against a target of 2 percent for click-throughs, we hit an average of 8.9 percent
- Targeted with increasing our niche digital audience by 35 percent, we increased this figure to 47 percent
- We delivered thought-leadership articles to the trade press, including Glass Times, Window News and Glass News, with a combined press reach in excess of 197,000
- We posted regularly across all social channels and facilitated training with Chris, developing his personal profile and positioning him at the forefront of the brand
- From the networking opportunities set up in our relationship strand, Extudaseal secured a new customer that now accounts for 40 percent of PremaSeal sales
- Against a target of 500,000 metres of gasket sales, from May 2021 to May 2022, 1.2 million metres of gasket was supplied to customers
- Against a target of generating 100 leads from attending events, we over-delivered by 38 percent
Although not listed as a target, the campaign proved so successful that the Extrudaseal team had to appoint a new, dedicated member of staff to keep up with the demand for PremaSeal, reflecting just how well it was received.
