Marketing Plan Development for Ambitious Manufacturer

Client: Broadview Blinds www.broadview-blinds.co.uk

Sector: Manufacturing

Background:

Broadview Blinds was established in 1969 and had grown to become one of the South's leading suppliers of interior blinds, awnings and shutters. The retirement of the founder had left a gap in the management team for someone to devise and then implement a marketing plan in line with Broadview’s ambitious growth plans.

Solution:

Incisive Marketing worked with the Directors & Sales Team to formulate a new Marketing Strategy & Plan in line with Broadview’s ambitious growth plans. The plan included the transition of responsibilities from the founder who was retiring from day to day operational involvement. The strategy focused on double digit year on year revenue growth through the expansion of the Trade & Retail business along with the development of the fledgling B2B arm. All aspects of the marketing mix were assessed including pricing, product, promotion and the channels. The balance of activity and especially the advertising were altered to deliver greater visibility and higher impact.

Outcome:

The first step was to review the existing marketing plan, activities and budgets prior to the creation of a new strategy aligned to the business growth ambitions of the business. The advertising mix and creative was redeveloped to target the desired audience more directly. A PR agency was engaged to create greater awareness of the company’s Brand values and products in regional and national press. The product literature and website were refreshed to showcase the product range and show customer case studies. The net result has seen double digit revenue growth and a reduction in the overall marketing spend.