Targeted research saw the dial turn for brand appeal to sector-specific buyers, and conversations became conversions for German flooring manufacturer, nora©, now part of the Interface group.

Think rubber, think smell. Despite rubber being classed a sustainable material, it is met with certain attitudinal obstacles and getting in front of architects and specifiers is always genuinely tough.
Despite producing outstandingly resilient rubber flooring since 1950, sales in the UK had been historically low. The reputation for German quality and innovation simply wasn’t cutting through the noise.

A global market leader, nora was cognisant that unless you can drive optimum perception of the brand in the right quarters, sales in a crowded market will not convert as quickly or profitably as they might – a new marketing communications strategy was needed.

The Solution

Insight and superior segmentation were the keys to success.

BCM devised a targeted and measurable strategy, with a 2-pronged approach: namely, driving brand awareness through education with a series of educating and thought leadership activities, and increasing customer conversion by working with the sales team to improve targeted LinkedIn activity.

The strategy was sector-focused to acquire new clients and drive profitable sales. This hinged on thought leadership to support nora’s market leading position and generate new leads, with an integrated approach for effective conversion into sales and long-term relationships.

 

The Results

Educational PaNORAma events were delivered successfully into major architects’ practices, leading to an increase in opportunities. A heavily researched whitepaper formed the basis of nora’s sales approach to improve conversion rates for major contracts. A year after the marketing strategy was developed, nora© was acquired by Interface, the world’s largest designer and maker of carpet tile. Sales and marketing results supported the business case for acquisition.