A UK-based packaging specialist had recently been the subject of a buy-out, bringing it into a large, global company. But sadly, without a dedicated marketing department or an experienced marketing professional in-house, initial attempts at rebranding the company had caused confusion both for the customers and staff. No longer was it clear what the company actually did – and there was no mention of the additional benefits of being part of such a large, global organisation. Enter Lynne Dickens, one of Mobius’ marketing experts.

The first thing that Lynne did was spend time with each key manager across the company, to gain a wide understanding of the business and its markets. Which, it transpired, was something the large advertising agency they had consulted previously had not done. Detailed research into the market, the global brand and the competitors followed, before Lynne spent time with the new managing director clarifying the company’s ambitious plans for the future.

Following this initial consultation period, the next step was the creation of a detailed written brief and the sourcing of a new creative agency. It was agreed that it would be more cost effective in the long run to start again.

Within the next few months, a completely new website was designed and built (all professionally written, so that it communicated effectively with the company’s target audience) and some accompanying marketing collateral produced. This received the thumbs up all round.

In line with this activity, a lead generation company was briefed (again in writing) and a campaign agreed. Once an outline script had been approved, they began to target various personnel within the packaging buying chain at automotive, aerospace and chemical companies. This activity is now being modified to run in line with more recent company developments, and the company receiving more targeted business than it was before.

Work there isn’t finished, as there are plans to do specific online marketing and PR campaigns, as well as a number of carefully selected exhibitions and trade show events.

Lynne has over 20 years experience in marketing communications and event organisation for both large corporates and smaller global companies. “It isn’t rocket science,” she says, “but it is incredible how many companies of all shapes and sizes don’t get the basics right. It is important to put yourself in the shoes of your very best customer(s) and talk to them – not at them! Show them how you can provide what they need. But keep it simple and visually appealing. If your brochure or website doesn’t engage the viewer – and tell the initial story in just a few seconds, you will lose more business opportunities than you'll win.”

So if your enquiries and sales are down, or your brand needs strengthening, maybe it’s time to talk to one of Mobius’ marketing consultants. Remember first impressions really do count!