November 2018
Project summary
AITOM Digital took full charge of AGC Glastetik’s online marketing strategy and activities.
The results were so positive that a personal presentation of the procedures was prepared for the overseas branches, based on which the strategy of the entire company and its overseas branches was adjusted.
| Client: | AGC Glastetik |
| Project launch: | November 2018 |
| Competitions: | 3rd place IEA 2019 |
| Link to the project: | www.glastetik.cz |
| Prize: | lower millions of CZK |
| Segment: | B2B, B2C |
| Industry: | glass industry |
| Services: | Feasibility study, website development, online marketing |
AGC Glastetik
Glastetik is a network of glazing companies specialising in the installation of designer glass in interiors throughout the Czech Republic. It offers comprehensive glazing services in the field of interior glass, from measurement to installation. They specialise in glass cladding, doors, partition walls, mirrors, picture framing, window replacement and other glazing work. The stock comes exclusively from AGC glassworks.
AGC Glass Europe is one of the leading glass manufacturers in Europe. AGC’s innovative glass, which is also produced at five Czech plants, is a guarantee of high quality. Around 250 researchers and engineers work on its development and continuous improvement at the AGC Technovation Centre in Belgium.
Brief
On 1 November 2018, Glastetik entered the market – a company that combines traditional Czech glassworks with the style of French designers. The market launch had to be perfect, including the new website.
Petra from Glastetik approached us back in December 2017. She was planning how to launch the new brand and, among other things, was looking at the website. We weren’t the only ones in the tender, of course. However, we were the only ones to present a comprehensive concept for the project. We were also the only ones interested in how the business process should function within the new company.
The main tasks were to create a new website and devise a marketing strategy, with each of these tasks having several objectives.
Website Objectives
- Generating leads for salesGenerating leads for sales Primární cíl
- Acquiring new customers
- Collecting contact information for email campaigns
- Free consultation
- To educate and inform about the properties and uses of glass
Marketing Goals
- Increase website traffic
- Build a brand, image, and market position
- Raise brand awareness
- Increase the conversion rate
Solution design and implementation
From the Czech Republic to the whole world.
Thorough analyses take time and are therefore not cheap. However, their strategic value is crucial in terms of quality. Initially, everyone responded to our persistent questions by saying, “This isn’t needed for the tender.” But Daniel, our Account Director, can be quite stubborn too – we insisted on the analysis even before development began.
We did have to fly all the way to Belgium to explain why a Czech website would be so expensive, but it paid off for both us and the client. The new website reflects both the brand’s requirements and the needs of the customers Glastetik aims to reach.
First, we conducted an Initial Study, in which we defined personas and their goals, desires, concerns and expectations.
We also carried out a competitive analysis – a simplified audit of their websites from a content and technical perspective, and we mapped the competitors’ activity on social media and paid advertising channels. We did not overlook keyword analysis either. Based on our findings, we proposed a digital marketing strategy, identified specific suitable channels and how to utilise them, and estimated the investment required to achieve the desired objectives.
B2B marketing has certain specific characteristics. In B2C, we would likely focus more on visual social media platforms such as Instagram and Pinterest. Individual campaigns were to vary according to the personas we had defined in advance. Among other things, we proposed a dedicated campaign targeting architects and interior designers.
In B2B, this is not enough, so we recommended that Glastetik focus on PR in trade journals.
We also proposed a wireframe structure for the website. Based on this brief, we then proceeded with the implementation and development of the website and launched online marketing support in line with the chosen strategy.
Project results
Although the client was initially hesitant about the high upfront investment required for the extensive study, it ultimately provided him with key data for developing a strategy that delivered such results and such efficiency that all of the company’s international branches were inspired by the project.
Project highlights
Client reference
Winner of the 2019 IEA Awards
This project won 2nd and 3rd place in the
prestigious Internet Effectiveness Awards in 2019.
Most Effective Agency
Industry category
Sales microsite
Solution type