Reaching your target customers with on-point messaging is key to building brand
recognition and brand awareness.
Reaching your target customers with on-point messaging is key to building brand recognition and brand awareness.
Both are essential in any sales growth strategy; and doubly important from a standing start.
When security management systems innovator Quanika was looking to grow from start-up to established brand, its general manager and sales director turned to TMF for help.
TMF’s challenge: catching attention, and getting the message to stick, to support Quanika in its objective of signing up multinational customers for multi-year contracts. To take this next step – and to reach wider
audiences beyond the management team’s established networks – the company needed a new messaging strategy that would reach and resonate with senior
corporate audiences globally.
TMF was challenged with the task – creating and amplifying content across multiple channels and to align with major technology partners to help Quanika carve out its space in a crowded market with new cloud entrants and dominated by established access control vendors. Quanika’s target audience and markets were ambitious including Europe, the US, and the Middle East with comms needing to be tailored for a wide range of audiences.
We had to develop key points of difference compared to competitors to catch attention, tell Quanika’s story, and get Quanika’s unique selling points that would resonate across the security buying chain from consultants, channels technology partners, distributors, and multi stakeholder end-users. Our approach: creating powerful messaging and amplifying it across a range of comms platforms
TMF used its expertise in to build a multi-program of content, including: web page copy, brochures, videos, case studies, regular SEO-driven blogs, tailored articles, and press releases, targeted paid LinkedIn campaigns and tailored InMail and event collateral.
TMF’s collateral and content resources have provided the foundation for more confident, consistent, and effective marketing campaigns by Quanika, year after year.
Regular news stories, technology updates, and articles increased brand recognition and awareness and driving visitor to major exhibitions. Editors also soon noticed Quanika’s presence in the market inviting them to participate in interviews and requesting articles and success stories and leading to TMF running on the ground PR activities at major shows to handle the surge and coordinate interviews with executives as well as hands on tech demonstrations.
Online collateral proved key with search engine optimized blog content ranking on the first page of Google for customers looking for specific technology or challenges relevant to their markets. LinkedIn was also instrument, generating an average fifty leads a month with particular interest from security consultants looking for affordable, modular and scalable security management platforms. It also lead to technology partners understanding that partnering with Quanika was a win-win and lead to the forging of new partnerships with key personnel ready to hit the ground running with a compelling suite of brochures, spec sheets, videos, and case studies.
The company has continued to grow, rising from new-entrant to trusted supplier with strong brand recognition in the market for integrated security and safety management systems, signing up multinational customers and big brand names on multi-year contracts in the healthcare, retail, oil and gas, and logistics sectors.
It all starts with creating a powerful brand identity and developing key collateral followed by steady and consistent marketing communications across the right platforms. Get it right, and everything else follows.
“TMF gave us the expert advice and support we needed to establish our brand and win the trust of major account customers – this is an agency with a unique understanding of how various security technologies and the buying chain works.”
Leo Cook, General Manager, Quanika
Ready to use our industry knowledge and contacts to raise your profile and boost your sales? Contact us today to find out more.
