SEW - EURODRIVE UK
Driving progress at SEW-EURODRIVE UK
SEW-EURODRIVE is a global leader in the production of drive technology and has been championing innovation in the industry since its beginnings in 1931. With a strong set of customers across the UK, we identified that the SEW-EURODRIVE offering was high-quality, yet needed properly defining for its UK audience.
The challenge was to optimise existing collateral whilst generating more awareness of SEW-EURODRIVE’s products and services, to showcase their expertise and experience to a wider audience.
The Brief.
Established in 1931 in Germany, SEW-EURODRIVE is arguably the world’s leading specialist in drive technology, and has been operating in Normanton since 1969.
Our brief was to provide a fresh perspective and new recommendations for strategic marketing activity, to help promote SEW-EURODRIVE UK to existing, dormant, and prospective customers, in order to achieve wider sales targets.
SEW-EURODRIVE are world-class and highly respected within the drive technology industry and the sectors it serves, and we needed to help them shout about it. With marketing being a relatively unknown territory for them, they needed an expert to guide them through the processes.
We needed to drive greater brand awareness, lead generation, and better inter-departmental cross selling by improving promotional activity in the UK market, and by utilising a varied suite of marketing activities – consistently.
The Research.
We began with our in-depth INSIGHT process, where we spent time with various departments across the organisation, getting to know them, their products, services, customers and the various industries they supported and supplied. Complemented by further research we were able to segment the market and settle upon which segments we would target and to what extent. As a diverse business, SEW-EURODRIVE offer products and services in to a huge variety of industrial sectors and it was imperative that we also identified where greater inter-departmental cross-over could be amplified.
We also explored how best to position SEW-EURODRIVE’s brand, and create a compelling proposition for their audiences.
While SEW-EURODRIVE’s reach is global, its ethos is to work closely with customers to deliver tailored, innovative solutions. With a target audience of some of the biggest companies in the world, we needed to showcase SEW’s unwavering drive to set industry benchmarks and deliver products and services that are designed to perform and engineering to perfection.
The Big Idea.
We positioned SEW-EURODRIVE as the catalyst for improvement, change, and development, providing benchmark products at speed and ensured that this was underpinned by messaging that highlighted the fact that SEW is very much the driving influence that makes the world work for the better.
The strategy was centred around subtly reinforcing SEW-EURODRIVE’s position as an established, trusted brand with a high-quality, highly innovative product range that sets the standard for the rest of the drive technology industry.
The Activity.
With greater clarity on the brand’s positioning, we set to work with implementing a sharp, comprehensive ongoing annual marketing plan. This included activating a well-integrated suite of promotional tactics across paid media, direct marketing, content creation, PR, web optimisation and e-mail marketing as well as supporting with customer engagement and internal comms.
- Advertising: Developed strategic advertising campaigns across Google platforms and LinkedIn which targeted SEW-EURODRIVE’s key audiences, focusing on its bespoke solutions for various industries
- PR and Industry Engagement: Secured media coverage and industry features to highlight the expertise of key leadership team figures, increasing the awareness of the SEW brand to different sectors
- Social Media & Content Marketing: Developed and implemented a consistent content plan across LinkedIn, the SEW-EURODRIVE website, and email, highlighting SEW’s product innovation, as well as its expert team members
Over the past six months, we’ve secured nearly 40 pieces of coverage across target online and print media, with an estimated reach of nearly 1.5 million.
Impressions and interactions have risen steadily on LinkedIn as a result of the paid and organic activity, with followers seeing a much steeper increase since activity started.
We’ve partnered with numerous SEW clients to produce both written and video case study content to powerfully communicate the firm’s specialisms and high-quality products and expertise.
There has been a significant increase in search volume for SEW-EURODRIVE UK as a result of the ongoing, key phrase rich content we are creating, making the brand more visible online.
Crucially, sales orders for the last financial year have also increased, underlining the benefits of boosting brand and product awareness across the business.
“We’ve been working with Fantastic for a few months now, and we’re really impressed with all the work that has been undertaken so far.
We came in with very little knowledge about marketing, and the team has helped to guide us and show us how to shout about SEW-EURODRIVE.
The team has helped us to rethink and refine our marketing tactics, giving us the platform to speak to the customers and industries we want to work with.”
Andy Turner, Operations Director of SEW-EURODRIVE UK
“SEW-EURODRIVE is a fundamentally strong brand, but its previous marketing collateral was centric to its German HQ, and therefore not always suited to a UK audience.
Our brief was to explore how we could elevate SEW-EURODRIVE as experts and innovators in the UK market, building on its already solid foundations and large customer base.
We focused on optimising existing content and refreshing its promotional activity, putting SEW-EURODRIVE’s role as ‘driving the world’ at the heart of the approach.”
Gary Pattison – Director of Strategy and Insight
