Viking Industrial Products Ltd, based in Keighley, West Yorkshire, is the UK’s leading supplier of tapes, adhesives and abrasives to the manufacturing sector. It started life as a small, family business which grew rapidly after forming a strategic partnership with global technology brand 3M. With the help of 3M, it quickly became a pioneer in its niche sector for e-commerce.
Tapping into new markets online
With the increasing popularity of social media in business, Managing Director Colin and Operations Director Mel knew that it was time for the brand to start embracing new technologies but weren’t sure where to start as a B2B supplier to a fairly ‘old school’ sector. Engage Comms was brought on board to identify potential opportunities for engaging with stakeholders and tapping into new markets online.
It struck us that the products that Viking Industrial supplies are used in a wide variety of every day products and objects from road signs to caravans, and we wanted to bring this message to life to make the brand more accessible to a wider audience. We started by creating a brand communications guide that re-articulated the company’s offer, ethos and key messages from an outside perspective.
We used the brand communications guide as the basis for a content-led campaign with a thought leadership blog at its heart that would position Viking as a helpful source of information for manufacturers and design engineers.
An outcomes-led approach
This outcomes-led (rather than products-led) approach worked on Twitter and LinkedIn, allowing us to identify and engage with relevant sectors and audiences. By creating and sharing high quality but simple case study blogs with these audiences on a regular basis, we were able help generate leads and drive traffic to the website, including via a monthly e-newsletter which went out to a database of more than 20k contacts.
We also provided Mel with in-depth one-to-one training which has allowed her to build a personal profile as an influencer in key target sectors as well as take forward ongoing brand building on behalf of the company.
Viking Industrial approached us years later to help launch and maximise their investment in a new e-commerce website. We created a suite of multi-media content, including a video, e-brochure, and branded graphics, to gain maximum awareness for and engagement with the launch of the new site and rolled out a strategic social media campaign to drive highly engaged existing and new customers to the improved site on a regular basis.
“As a niche sector company that was ahead of the curve when it came to e-commerce, Engage Comms enabled us to be 'early adopters' of B2B social media when we first brought them on board back in 2013. They took a strategic approach to bringing our product applications to life for audience in sectors like automotive, aerospace, signage, and events. They provided us with a professional and clear brand presence on all platforms, which had a long term impact on our reputation and credibility as a leading supplier. When we came to renew our e-commerce platform several years later, it was a 'no brainer' to bring Engage Comms back on board to help us maximise the investment in it and bring our social media strategy and presence up to date.”
Mel Bennett, Managing Director,
Viking Industrial Products Ltd
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