October 2023
Project summary
AITOM developed a comprehensive marketing plan and created a new website for AGC Plasma Technology Solutions. The initial investment resulted in an exceptional increase in revenue and efficiency whilst maintaining the same running costs
| Client: | AGC Glass Europe |
| Project launch: | October 2023 |
| Link to the project: | www.agc-plasma.com |
| Cost: | in the lower millions of CZK |
| Segment: | B2B |
| Industry: | engineering, glassmaking |
| Services: | Feasibility studies, development, UX/UI, marketing |
AGC Plasma Technology Solutions
AGC Plasma Technology Solutions, headquartered in Belgium, is a newly established division of the global Japanese holding company AGC (Asahi Glass Company). AGC is the world’s largest manufacturer of flat glass. It develops, manufactures, processes and distributes flat glass for the construction industry (external glazing and interior decorative glass),
the automotive industry (OEM and replacement glass), as well as the solar, transport and high-tech sectors. The Plasma Technology Solutions division specialises in the sale of specialised production technology for glass coating.
Brief
The aim of the project was to create a new website in English and provide it with marketing support so that it would generate new relevant enquiries globally (the contract value is around EUR 10 million) and increase sales of the hardware in which the company specialises. A specific measurable target was set at 1–3 enquiries per month.
Project Objectives
- Generating leads for sales Primární cíl
- Acquiring new customers
- Collecting contact information for email campaigns
- Download catalogs and brochures
Solution design and implementation
Working with AGC Plasma Technology Solutions, the AITOM team faced the challenge of creating a marketing-strong and technically sophisticated website that would generate relevant enquiries for specific surface treatment technologies. The project was designed to deliver results in a highly competitive global B2B environment.
Initial study
First, we prepared an Initial Study, in which we analysed the current situation, the competition, keywords, etc., and subsequently, based on the findings, we developed a marketing strategy and created the website structure and wireframes, i.e. a simplified model of the website.
Keyword analysis
To determine the market size for the marketing strategy, we utilised keyword analysis. Whilst we generally prefer to create our own data, we do not wish to conduct analysis for analysis’ sake, so we based our work on a keyword analysis previously provided by another agency.
Competitor Analysis
We analysed the competition from several different angles. We identified the number of backlinks, assessed the competition’s visibility on Google, and compared the results with the client’s website. We also thoroughly examined the competitors’ websites themselves, looking for differences and opportunities to achieve the set objectives. Last but not least, we also looked at social media to determine whether and to what extent the competition is active there, how many followers they have, what types of posts they share, and so on.
Marketing Strategy
One of the outputs of the Initial Study was a marketing strategy in which we primarily recommend marketing channels that would be effective to utilise based on the client’s chosen goals and needs.
In this case, we recommended, in particular, improvements in the area of SEO optimisation, work on backlinks, and how to create high-quality website content – without which there are few goals to link to, and this therefore has a direct negative impact on backlinks and, at the same time, on PR. Also worth mentioning are our recommendations on how to utilise advertising on LinkedIn. Furthermore, we recommended PPC campaigns on the Google search network, including remarketing and email marketing.
The marketing strategy also includes a work schedule and an investment plan based on the recommended channels, at a level sufficient to achieve the expected results.
Website structure, model and development
The website structure outlines all pages and their hierarchy
Website development and marketing
Based on the Initial Study, or rather its outputs in the form of a marketing strategy, website structure and wireframes, we subsequently moved on to website development and then its marketing support.
Project results
This project demonstrates that even a sophisticated B2B business can benefit from improved business results through a well-designed digital marketing strategy.
