Dalmec Poland
Marketing for manufacturing
Full marketing service
A Polish representative of a renowned Italian manufacturer of industrial manipulators needed full support in digital marketing. He wanted a strategic approach and to reduce the number of agencies he works with to one. The client wanted to increase brand awareness among potential buyers of its equipment, take care of inbound marketing, positioning, expert content, employer branding and personal branding in order to achieve its sales goals more effectively. Long-term and consistent cooperation based on solid foundations allowed us to deeply understand the company's characteristics, understand the market and effectively reach customers with the Dalmec brand.
Challenges and goals
01
Consistent and effective brand communication across all digital channels
02
Building a professional brand image and employees
03
Increase awareness and education of potential customers
Solutions
01
Challenge: Consistent brand communication across all digital channels
Solution
Development of a long-term communication strategy, preparation of new key visuals
We started the activities with a joint analysis of the competitive environment, total addressable market, brand condition and overt and covert target groups. During the desktop workshop, we jointly analyzed Dalmec's brand differentiators and buying committees, created an ICP, developed customer personae and buying paths, as well as content matrices.
This allowed us to develop an omnichannel content strategy targeting relevant audiences. We proposed modern key visuals and a range of content formats.
Performing full marketing services for Dalmec Poland, we take care of the consistency of communication, the image of the brand and customer representatives, as well as media relations.
02
Challenge: Building a professional brand image and employees
Solution
Branding in images and words
A professional brand image consists of many small elements. Consistency of communication language, consistency of brand identity, refined graphic creations. The proposed key visual emphasizes the modernity and at the same time the power of the brand. The client entrusted us with the preparation of web and social media materials, as well as materials for trad media and print, as well as stands, banners, counters and gadgets for events and trade fairs.
Professional image is also about experts, so using the client's expertise, we help reach the right personas with this knowledge, through original personal branding and employer branding materials. We handle cooperation with the trade press, which helps build brand recognition in the manufacturing sector. The whole is complemented by a blog that is the most important place of knowledge on the subject of industrial manipulators on the Polish Internet, as well as an inspiration for the entire material handling industry.
From the client:
“An effective marketing strategy, attractive content and great creations result in a wider audience and, at the same time, users of our products.”
03
Challenge: Increase brand awareness, educate and reach potential customers
Solution
Content marketing - accessibly about difficult products
How to talk about “heavy” and complicated equipment in a light, accessible, yet informative way? How to shorten lengthy sales processes, explain technical knowledge, explain the order process, operating rules, specifications or maintenance rules in a clear way? Together with the Management and Engineers of Dalmec Poland, we have found the answer to this question. Knowledge is the key. Educational content in appropriate formats, prepared on the basis of developed personas and insights on the market, allow not only to consolidate the association of technology with the brand, but also to facilitate and accelerate the decision to purchase the best industrial manipulators available on the market. They also make salespeople, who are not anonymous to them even before the first contact, contact customers who are more informed and ready to buy.
Consistent, diversified content marketing - blogs, articles, posts, documents, landing pages, videos and more - developed in close cooperation with Dalmec Polska experts, plus the right channels, tajming, language, communication style and campaigns, allow us to reach the right people and organizations with our brand communication, at the right time and place, leaving the competition a few steps behind Dalmec Polska.
From the client:
"Like us, Grow is a team of passionate people who know the ins and outs of the industry very well. They are able to tell the stories of heavy products in a simple yet fascinating way.”
More solutions
Personal & Employee Branding
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Trade show branding
Branding & Key Visual
Summarizing
Results in numbers
new users of the website
active consumers of advertising content
%
audience growth in social channels
