Low Cost Marketing Plan for a Niche Market Supplier
Client: Refrigeration Developments & Testing (www.rdandt.co.uk)
Sector: Technical Professional Services
Background:
RD&T was set up in August 2009 by ex University of Bristol, Food Refrigeration & Process Engineering Research (FRPERC) employees (ie we were part of FRPERC which was a department within University of Bristol). The company offers a unique service that transfers research knowledge into industrial projects. RD&T carries out work on food refrigeration, refrigeration development, cabinet testing and heat & mass transfer. The Directors recognised they needed to create market visibility for the RD&T brand and to generate new sales enquiries.
Solution:
Working directly with two of the RD&T Directors Incisive Marketing embarked on a strategic marketing planning project. After completing the initial web research on market issues, trends & competitors we used PESTEL & Porter’s Five Forces in an interactive workshop to generate the initial SWOT analysis for RD&T. This was further refined through an analysis of the services being currently sold and the types of customer. This helped to generate the financial targets, sales funnel flow & ratios and also identified the need for ISO accreditations to enhance the “service” offering.
A pragmatic and self deliverable marketing plan was created focusing on the use of
Website content & visibility via SEO
Events for networking & speaking opportunities
Customer newsletters
Social Media ie LinkedIN
Case Studies of the various services
Whitepapers & Blogs/PR for Thought Leadership
Outcome:
The RD&T team now have a clearly defined marketing strategy and a low cost, pragmatic means of creating visibility for their brand in the markets in which they operate. Whilst a relatively new company RD&T has an established client base, obtained ISO 9001, 14001 & 18001 and is achieving its targets for 2010.