Challenge
Schnabl are a leading producer of screwless fastening systems for electrical installation. Established for over 30 years, the Austrian-based business is the market-leader in their home country. Schnabl fastenings are a patented innovative and efficient solution –with their main benefit being that they can save electricians up to 60% of their labour time when compared to traditional screw-based solutions. Schnabl had limited experience of the UK market and up until their new approach with Really B2B, had driven sales through an exclusive agreement with one mid-tier electrical wholesaler. Sales volume was being driven by “stumble upon” opportunities through the merchant rather than via demand created by Schnabl. The business wanted to create more controllable growth moving forward. Having identified the UK as a key export market, Schnabl knew they needed to approach prospects in a way that resonated with them culturally, as the existing Austrian presence would not be effective.
Solution
Having carried out extensive persona research, Really B2B worked with Schnabl to create a new proposition for the UK which easily translated the benefits of using Schnabl products into the UK electricians’ own language -“No anchors, no screws, no tools, no effort, no brainer”. It was also decided that in order for any lead generation activity to work effectively, the Schnabl website would need to be updated –including segmentation by decision-maker for easier navigation. With the website redesign up and running, the communications activity could begin full-scale customer satisfaction. Target audience Electrical contractors 20+ employees UK electricians 1-19 employees Electrical consultants Electrical wholesalers Communication Channels LinkedIn InMail activity Events Marketing Direct mail Social media awareness activity Plain-text lead generation and product based emails
Results
1,714 prospect engagements/sample requests 20% of interactions converting to purchase 800K+ expected revenue based on year-1 value of new clients 131 completed face-to-face demos over 200K initiral revenue generated
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