To view portfolio examples, please click on the links located in the right-hand column >>>>
Conquip Industrial
Conquip is a UK-based market leader in the sale and hire of world class handling, lifting and access equipment. Established since 2003, Conquip provides loading platforms, concrete skips, crane attachments and forklift attachments to many of the Worlds largest construction companies and Tower Crane manufacturers and plays an essential part in many high-profile building projects, such as current works at ‘The Shard’ and the ‘Olympic Village’ in London.
Requirements
As the largest firm of its type in the UK, Conquip wanted to explore markets outside of the UK, starting with Europe. However, they needed to understand the market potential in various territories and come up with a strategy in order to find partners and new customers within identified markets.
Solution
Cre8ive Wisdom were engaged to deliver an initial 3-year strategic marketing program tasked with opening the door to new markets in Europe for the client and expanding its reach in new territories while also supporting its strong UK position. Cre8ive Wisdom first undertook a 3 month programme of extensive market reach in Europe, engaging local expertise and ascertaining where potential market entry points in Europe existed. These potential markets were then investigated further and a list of potential partner companies and customers was drawn up and assessed against a scoring criteria developed over a series of workshop sessions with the client.
Once conclusions had been drawn based upon the latest market data, a shortlist of territories and organisations of interest was developed and a series of memorable contact mechanisms were created. As part of the contact strategy, Cre8ive Wisdom organised an exhibition stand at Bauma 2010, the worlds largest building industry trade show (in Munich, Germany), where potential partners would be invited to engage with Conquip. Cre8ive Wisdom organised every aspect of the exhibition attendance, including stand design, logistics, installation and exhibition collateral.
It was also recommended that the Conquip brand was tweaked and expanded into Europe in a memorable way. The idea of a Conquip-man character was engineered and added to the branding for Europe. The character took the form of everything from an ingenious USB stick, through to display graphics, promotional goods and even a large inflatable as part of the exhibition stand. Find out more about the character development here.
Once the campaign went live, Cre8ive Wisdom then initiated new campaigns, following the same proven processes (research, assessment, contact development, exhibition attendance & follow-up marketing) in other potential new territories including North America, South America, the Middle-East and the Far East.
New advertising and a customer communications programme was also developed within the first 18-months of the engagement for the UK, as well as new collateral, promotional sales material and a trade PR campaign.
Outcome
The first campaign in Europe was very successful, resulting in the identification of several new and lucrative customers and 3 key partner organisations that could take the Conquip brand and proposition into new hire and direct sales territories across the region. A key partner was also found at the exhibition in Munich that subsequently took the product range into immerging markets in North Africa.
The expanded brand was launched in Europe and the Company profile successfully promoted to a new audience. In the UK, the new advertising and customer communications programme supported an already strong position, but re-energised the promotional activity at trade level, leading to an improved position with key hire markets. Today, Conquip continues to expand and explore, with more campaigns in the pipeline.
