Market Research Project Aids Client Expansion

OUR CLIENT HAS 150 YEARSOF EXPERIENCE IN THE GALVANIZING INDUSTRY WITH A KEY FOCUS ON HIGH-QUALITY DELIVERY AND CUSTOMER SERVICE. WITH PLANTS ACROSS THE UK, THEIR GALVANIZED STEEL IS USED ACROSS MOTORWAY NETWORKS, LARGE-SCALE CONSTRUCTION PROJECTS AND BY AGRICULUTURAL EQUIPMENT MANUFACTURERS.

WHAT THEY NEEDED

Operating 14 state-of-the-art galvanizing facilities, our client was considering expanding into the Northeast of England but required evidence before investing in a new plant. Their aim was to assess the appetite in the Northeast market through the generation of qualified leads to feed their sales pipeline. They also wanted to gain an in-depth knowledge of the region and understand more about the competitor landscape. Additionally, they wanted to cleanse and understand the relevancy of their internal prospect database which up to now was missing crucial insight.

Our client needed an external partner who understood the sector and could readily chat with relevant industry decision-makers.

WHAT WE DID

We segmented the dataset based on the relevancy of the offering for prospective customers. We based this on customer personas which had been developed during the strategic review, as well as homing in on those organisations which were more likely to yield higher profit margins.

Not only did we generate live opportunities for our client to quote for new business, but we also enhanced their internal prospect database to include imminent galvanising demands and frequency, planned projects,, typical spend, tonnage and incumbent suppliers. This behavioural analysis helped inform our client how they could effectively position themselves in the market and what USPs they should highlight in future engagement.

This information helped us to fine-tune the database and eliminate any non-relevant organisations, so that we could concentrate on those most likely to be interested. We secured face to face meetings for those who showed immediate interest and exhibited typically higher spends. Email quotes were sent out to those with more median requirements and telephone calls were made to those who wanted to find out more about the service. This enabled the pipeline to be tiered, ensured our client’s resources were maximised and reflected the lead priorities.

WHAT WE ACHIEVED

Blueberry successfully produced a blueprint for our client to move into the Northeast. And a few weeks after the campaign ended, our client launched a new regional plant to serve the business pipeline generated by Blueberry.

We also provided our client with a clear guideline for future data profiling and segmentation to ensure engagement is targeted and outputs are maximised. We continue to work with our client, helping them to reach more geographical areas, enhance their coverage and support their ever-growing sales team.