SuperFOIL insulation film has been exclusively marketed on the Dutch market for 15 years by our partner VoRa Trading. The products are distinguished by their robust quality, ease of installation for the construction professional as well as their high insulation value. For years, Cees and Jolanda (the owners of VoRa Trading) went ‘out on the farm’ themselves and delivered their foils in person to roofers, thatchers and other construction companies. But with a clear ambition to become a market leader within a few years, they knocked on our door 5 years ago to have a strong e-commerce platform built.
In brief
- Two web shops have been developed; one for the B2C market and one for the B2B market.
- Since the development of the first e-commerce platform, SuperFOIL has been a digital marketing partner with whom we coordinate annual growth goals.
- By deploying our integral methodology (strategy – marketing – design – development), by 2022 we will have achieved a sales increase of over 85% realized.
- We also support SuperFOIL with custom DTP work such as exhibition stands, brochures, car lettering and clothing.
Ferdinand LamHead of Creative
The See, Think, Do, Care model (a variant of the old AIDA model) is an important tool for understanding the needs of the target audience at different stages. By developing a targeted marketing strategy for each stage, you will speak to potential customers in the right way and increase the likelihood of a conversion.
Ferdinand LamHead of Creative
An independent e-commerce platform for every audience
The construction industry is a collection of experienced construction professionals, self-employed workers and do-it-yourselfers. This requires a target group-specific approach. By developing both an e-commerce platform for “the small buyer” (read: the self-employed and the do-it-yourselfer) and for “the serious construction partners,” we can not only have a consistent marketing strategy, we can set up both platforms 100% to the information needs and ordering behavior of users.
Both platforms are constantly being optimized. For example, A/B tests were set up for ad campaigns, the ordering process and the underlying marketing automation flows, among others. We share the results of this with the client on a monthly basis, after which we implement the optimizations immediately.
E-commerce platform for self-employed and do-it-yourselfers:
www.isolatiefolie.nl
E-commerce platform for Construction Partners:
www.superfoil.nl
Performance marketing to achieve challenging KPIs.
Establishing a strong platform is step one; to become a market leader within a few years, a solid digital marketing strategy and activating KPIs are especially needed. Together with the client, we set a new revenue goal annually, as a dot on the horizon. We then develop a thoughtful plan showing how our performance marketing disciplines of SEA, SEO, Social Advertising and Marketing Automation reinforce each other and each individually contribute to revenue goals. In doing so, Google’s See, Think, Do, Care model is always leading.
An integrated methodology to grow SuperFOIL
As a business development agency, we obviously have all the digital disciplines in-house. Our integral methodology, where we hook up all the relevant areas of expertise (strategy, performance marketing, design and development) in the right order, enables us to launch campaigns at lightning speed, achieve challenging targets and grow the SuperFOIL and Isolationfoil.co.uk brands.
The progress, work and results of the various digital channels of both e-commerce platforms are visualized and monitored in real time in a user-friendly Google Dashboard, making them visible to the client anytime, anywhere.
An e-commerce sales increase of 85% in one year
There are many insulation providers who are seeing their sales increase. Energy prices are high, so are home prices, and there is a nice government subsidy waiting for homeowners who decide to insulate their homes.
But to achieve a sales increase of no less than 85% in one year on an e-commerce platform in a hyper-competitive market is only the result of a strong digital strategy (read: investing in the right digital channels and deploying and developing our expertise within these channels) as well as a strong partnership with the client.
