Flooring manufacturer Windmoeller’s organic flooring brand, wineo, has seen expansion from niche German supplier to quality and sustainability champion in the UK and further afield, showcasing every key strength of BCM Agency’s approach – and how it maximises cost-effective marketing reach for our clients.

Our four-year relationship (and counting!) with wineo has enabled the business to tell a memorable and differentiated brand story – but it was not without its challenges. 

An economic downturn against the backdrop of Covid; mounting cost pressures on sustainable products; lack of clarity around market size and buyer behaviours; localisation and other website and marketing communications hurdles… in this scenario, there was no room for marketing ‘fluff’. 

wineo needed marketing that would segment and target architects and other key European audiences based on hard data, and deliver tailored, localised communication to elevate the brand and position it to positively influence buying decisions.
 

The Solution

To make wineo’s marketing work harder, go further, and land better, we first immersed ourselves in understanding the size of the European market, the key architectural sectors and actors in it, and their buying behaviours and processes. 

We carried out this extensive international research project using a strategic mix of industry reports, media analysis, email and telephone surveys, and original fact-finding. But to really get to the bottom of the messages buyers wanted to hear, we also monitored and analysed social media conversations, thus gaining invaluable insight into buyer pain points, competitor weaknesses, and must-have benefits. 
Having closely identified where wineo’s marketing would be targeted most effectively, and the messages that would help position the brand persuasively against cost factors, we then analysed marketing channels and methods to discern shortfalls and opportunities for improvement.

Preserving the positive perceptions around the brand’s German heritage and values – quality, environmental responsibility, innovation – was key here, but so was demonstrating an international outlook and a credible cross-border market focus.

Using the language, writing, and web skills within our team, we embarked on a programme of translation and localisation, social media outreach and website search engine optimisation (SEO), supplemented by regular newsletters, and timely, authoritative thought leadership content.

And because these integrated activities started, as all our work does, from a place of insight and understanding, they achieved landmark results for no increase in the client’s existing marketing budget.
 

The Results

Our work with wineo has enabled the company to create, promote, and draw new visitors to, a brand presence that cuts through the noise of cost, and projects knowledgeability, authority, and benefits-centric conversation to the world outside its home borders – fluently and confidently.

The English-language LinkedIn content and advertising we manage for wineo has increased the company’s ranking in the platform’s algorithm markedly, delivering at least 80,000 impressions in the last 12 months alone. We’ve also grown wineo’s LinkedIn following by 10% year on year, every year.

The website, too, has gone from strength to strength, delivering on average 1,000 new active users to the site each month. 

This has been driven not only by our SEO work and our constant refresh of the site’s thought leadership content, which has been widely shared online, but also by our careful language and tone of voice optimisation.

Welcome to wineo – a German flooring brand treading new ground in the UK and Europe.