ANDEL PLASTICS INTEL
Development of new ‘positioning’ and brand, quickly elevated the firm as professional suppliers to the automotive and plastic components industries.
Our objective was to lift the perception of Andel plastics and Maxmag out of the ‘me too’ position of general plastics and components suppliers to a firm that delivers well thought through solutions for its customers.
From the initial discussion, it was felt important that research was used to understand the perception of the business from suppliers, customers staff and management. Our research outcomes indicated a constant thread of problem-solving and ‘better if’ solutions for customers as, ‘just part of the service’.
These outcomes became extremely valuable. Not only used to underpin the direction of the brand style, the outcomes were instrumental in defining the business strapline of ‘Intelligent Engineering”. As part of the project, we clarified the need for key deliverables to take forward and continued with marketing support on literature, direct mail, both company websites and exhibitions.
- Over 40 new business leads in first few months of launch
- Significant new client gained at first exhibition since re-brand
- Over £25,000 of new business from new website in first months
- New strapline and brand style
- Improved business profile and positioning
- Brand roll out across digital and traditional media
- Opportunities to meet with new blue chip customers
- Additional staff resource as a result of increased demand
We approached the rebranding with a view to creating a vision for the future, building on the reputation and values that Andel and Maxmag have had for 38 years. To that end we felt we needed to work with someone who could understand where we have come from and where we want to be.
Brandmotive really took the time to contact existing customers and staff and suppliers, evaluated the core values and captured them in all the branding and related marketing collateral.
We had the full support of Brandmotive’s Director, Steve, who came to visit us at The Southern Manufacturing exhibition Farnborough, our first show, to check that we had everything, just right. There is potentially a gain of £25’000 in the first year for having had an accessible website with an improved and unified image.
Helen Pitt – Andel Plastics
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