October 2019
during the first year
via LEADY.cz. Of these,
165 had a turnover exceeding 1.5 billion CZK.
Project summary
We conducted an Initial Study for Atlas Copco and subsequently developed a marketing strategy and a microsite to communicate the newly developed and applied technology.
As part of the Initial Study, we gathered customer feedback and recommended tools and investment levels for digital marketing.
| Client: | Atlas Copco |
| Project launch: | October 2016 |
| Project link: | www.stlactenaklady.cz |
| Cost: | less than a few hundred thousand CZK |
| Segment: | B2B |
| Industry: | Engineering |
| Services: | Initial study, telephone survey, microsite |
Atlas Copco
Atlas Copco, a global industrial company, is headquartered in Stockholm, Sweden, and has approximately 43,000 employees and customers in more than 180 countries. They are pioneers in technology and engineering, with expertise relied upon by industries worldwide.
Atlas Copco’s presence in the Czech Republic dates back to 1969. Its leading products include compressors, generators, demolition equipment, vacuum pumps, industrial tools, assembly systems and more.
Brief
Atlas Copco wanted to launch a campaign to promote the new technology used in its industrial compressors. However, this could not be directed to the existing corporate website, so we proposed a microsite solution.
At the same time, another key objective needed to be met: to increase the success rate in tenders. To achieve this, it was necessary to identify the causes of failure.
Website Objectives
- Increase the percentage of successful bids Primární cíl
- Identify the causes of Atlas Copco’s failure
- Design a campaign to promote a new technology
Solution design and implementation
Up to 25,000,000.
Atlas Copco needed to effectively promote new technology in industrial compressors, which led to the creation of a special microsite. In addition, it was essential to improve success rates in tenders. A customer survey revealed the key factors influencing supplier selection, and based on these findings, a marketing strategy, website structure and conversion-boosting tools were developed, yielding successful results and the expansion of the project into other countries.
We began addressing the brief with an Initial Study and a telephone survey. We spoke to production managers at Atlas Copco’s existing clients on topics such as how often they purchase new compressors, what determines which companies they include in the tender process, and what the key evaluation criteria are for selecting a compressor supplier.
It turned out that a specific compressor feature was an important criterion, yet the client had placed no emphasis on it during communication, even though it was one of the key factors for the production managers deciding on the supplier. The survey therefore revealed that the key parameters for winning the tender are specific compressor features, after-sales services and price.
As part of the Initial Study, we also prepared a definition of marketing personas and a keyword analysis. Based on our findings, we developed a marketing strategy proposing suitable digital marketing tools to support the microsite, including the recommended investment in these tools and estimated results in figures.
We also designed the website structure and wireframes, including conversion paths and tools such as a cost-saving calculator, a CTA button and a form for booking an appointment.
Project results
The project was a success, and similar initiatives were subsequently implemented in other countries, specifically in Germany, Austria, England, Slovakia, and Hungary.
Project highlights
Client reference
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