Introduction.
In the world of automated premium packaging, Schubert UK are a globally respected market leader. However, despite leading the way with their intelligent and innovative solutions, their brand awareness was failing to keep pace. In light of this, their brief to De Bono Marketing Communications was to generate more qualified leads, boost brand awareness and strengthen their position within the UK automation and packaging market.
Challenge.
In an industry where many are guilty of saying the same thing in often the same words, finding a way to give Schubert a distinctive voice would be essential to generate awareness, boost engagement and drive sales opportunities.
Additionally, there would be the challenge of articulating an often-complex offering in a way that was both clear and compelling in equal measure.
Solution.
A long-term strategy was developed by our team that addressed the duel requirements of increasing lead generation while strengthening brand awareness:
1. Brand positioning:
A key obstacle for Schubert was the threat of businesses turning to third-party system aggregates over their own tailored systems. To address the issue, our team developed a creative brand positioning ‘That’s smart made simple’, supported by a highly visual marketing campaign highlighting the absurdity of using inferior components solely because they fit.
3. Testing:
Championing thought-leadership is integral to our approach. As such, we carried out a comprehensive market research survey to help Schubert better understand the nuances of the UK market and enable them to develop better segmentation and market awareness. Alongside this, focused long-form content was created that pinpointed sector pain points in a way that drove engagement.
2. Digital marketing:
A comprehensive suite of digital marketing was created, spanning everything from attention-grabbing EDMs and social posts, to campaign-led landing pages. This was fully supported with results-driven SEO activity that ensured every piece of engaging communication was seen by as wide an audience as possible.
4. Lead generation:
Consistency is key in driving growth, so we created a suite of prospect marketing activities using emails and tailored lead magnets on LinkedIn to turn curious browsers into genuinely interested prospects. By consistently showing up in feeds and inboxes, Schubert’s compelling story could be told over time with intelligence and nuance, avoiding the need to bombard potential audiences with information overload.
Gallery.
Results.
+343%
increase in post impressions, resulting in thousands of potential new customers discovering how Schubert offers simple solutions for every packaging task.
+71.3%
engagement rate reflects the improvements made across Schubert’s digital touchpoints.
45
qualified telemarketing leads and 7 website-generated leads prove Schubert is achieving cut-through in a challenging sector.
Conclusion.
Through our joined-up strategic approach, we delivered Schubert memorable creative with measurable outcomes. Leads were generated, heads were turned, and the industry was reminded why Schubert remains a pioneering voice within the world of packaging and automation.
What did our client say...
De Bono Marketing Communications have been supporting myself and Schubert UK for 18 months now. And the change has been phenomenal, our first well-performing UK campaign, messaging, website and live activities reaching new audiences and translating into efficient and very exciting leads!
We are a German company and until my position and working with Bianca and her incredible team we have had no UK presence, and in just 18 months we are stronger than we ever have been.
Bianca has been incredible to work with, as a professional but also as a wonderful friend and mentor. Her enthusiasm is infectious and her knowledge and expertise is beyond exceptional.
A massive shoutout to members of her incredible team also, Tiffany, Phil, Natalia, and her partners at Koala B2B and everybody else who has been on this journey with us.
If you are looking to hire marketing support, specialising in B2B, then I could not recommend DeBono marketing enough.
Ariel Wynn, Marketing Lead, Schubert UK