Our challenge:
Elvstrom Sails is a well established brand in the marine industry.
However, the UK agency for the brand had gone through a bumpy ride, by the time the current management took over in 2012. They inherited little by way of handover or client data.
Rushall Marketing was invited to help Elvstrom Sails to rebuild their brand image in the UK.
Our challenge was to help re-connect existing customers and engage new prospects with one of the oldest and most respected brands in yachting. As well as to get the only active, working sail service loft in the area back at the front of people’s minds.
Our approach:
Phase 1 – We started by analysing the only client data available – the old accounts system! Then we focused on re-building the basic foundations, setting up regular, targeted digital communications to keep costs low. The UK website was brought up to date and social media channels set up to promote news and content in multiple ways. Existing and prospective clients were introduced to the new loft management, and reminded about their locally available sail servicing options.
The doors were open. As business began to walk back through the door, confidence grew and more budget became available. With the basics in place, Phase 2 could begin. We developed Elvstrom’s marketing plan to reflect the Group strategy. This included distribution tactics, negotiating partnerships, and creating promotional campaigns to generate new sales leads.
Phase 3 involves developing a new CRM (database) system and integrated automated marketing for more refined customer communications.
Key outcomes:
- Turnover has grown by 60% from 2013 to 2016
- New clients conversions are up by 30%
- Returning clients up by 25%
- Website traffic up by 45%
