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Objective
Objective
KI's UK-made Postura+ collection of educational seating products hold a dominant position in the British market. So, in 2015 it was decided that growth would only come from expanding into new markets.
Following organic growth in Spain, the company decided to develop new opportunities in the key priority markets of France and Italy. A dedicated multi-lingual sales team member was hired, and budget was set aside to cultivate these markets for long term, sustainable growth.
Marketing strategy & activities
Marketing strategy & activities
Customer relationship management: Worked closely with sales team to develop local marketing strategy with new distribution partners, co-creating marketing materials required to cultivate sales locally. Deliver materials such as imagery, text and videos for them to develop their own marketing campaigns and social media.
Trade shows: Organise and attend annual Didacta Italia trade show, including stand design, logistics, collateral production and budget management.
Case studies: Develop a library of case studies for relevant products in other European markets to help promote viability and credibility amongst skeptical new audiences. Developed in collaboration with established distribution partners in Spain, Ireland, Germany and The Netherlands.
Collateral: Translate and adapt marketing collateral including flyers, brochures and print advertisements ready for use in Italian language.
Business impact
Business impact
Laying the early groundwork and working closely with a small group of champion distribution partners in Italy has resulted in success over the target 5 year period. Return on investment has been strong, and early success has encouraged further distribution partners in the highly fragmented Italian market to get on board having seen the success of the product around the country, and continent.
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