Central Group is the parent company of three business units; Central Forklift and Trucks, New Zealand Equipment Group and Fowlers Machinery. These businesses have come together under Central Group due to acquisition and there was no clear communication to customers and supply partners about how these businesses were linked, causing confusion in the market.
Central Group have experienced significant organic growth over the last few years and have goals for significant ongoing growth over the coming years. They had identified marketing as an area that required investment, however didn’t have the expertise in the business to be able to set this up for success. They approached Teresa from Max Marketing for assistance.
Teresa from Max Marketing worked with the Directors and Key Leaders within Central Group to guide them through the process of developing a marketing strategy and documenting a plan on how to achieve their goals.
The Max Communications programme implemented with Central Group is a comprehensive programme that involved setting goals and KPI’s, reviewing of all existing marketing efforts to analyse effectiveness, reviewing key competitors to establish the competitive advantage or unique selling point for Central Group, gaining existing customer insights, defining Central Group’s key market segments and understanding the needs that Central Group could provide a solution for. This coupled with an understanding of the core brand values and brand stories for Central Group meant we were able to establish a clear strategy that outlined the messaging and channels for each customer segment to improve the effectiveness of their campaigns.
At the completion of the Max Communications programme, Teresa continues to work with Central Group on key projects, including website development, the set up of the marketing function (including a new team member), and coaching and mentoring on the ongoing implementation of the strategy.
Central Group now has a clear marketing strategy to help them to achieve their goals. The implementation of their marketing is focussed on what will make a difference, not just the latest fashion or trend.
The introduction of a Marketing team member means that the business will be able to keep focussed on utilising marketing to drive leads, re-inforce their branding and ultimately grow sales. With the ongoing support of Teresa, the marketing team member will continue to develop the strategy, be held accountable, and continue with their own professional growth.
Reviews
Des Walsh
Why did you/your business engage Max Marketing ?
We had a vision on what we wanted to do in regards to our marketing for our business. However this is not an area we are strong in and we lacked the expertise & experience to put this together. We looked into a person/business that could help put this together for us. That were professional along with the experience & expertise.
How did your marketer help you and your business achieve results ?
She did a lot of research on us, our clients and our business. She then put forward a plan along with why and how we would implement this. Then followed this through with our team.
What results have you seen so far ? / What results do you expect will come from your plan ?
We are starting to see great results, sales are increasing month on month. Our team is understanding what we are doing why we are doing it and our message to our clients is a lot clearer. We are still working through this plan and expect to see better leads as we work our way through our plan.
What was the highlight of working with your marketer or the outcome you were most pleased with ?
Putting our vision into a clear working plan that is achievable and showing great results.
How many employees does your company have ?
over 120
Anything else you’d like to add ?
Teresa has been a great asset in advising & implementing a marketing plan suited to our business. She took the time to understand our business and the challenges that come with multiple agencies and business units. This has made the journey a lot easier and great results are showing from this.
It has been a good experience working with Teresa she has been professional in her approach to our business (and has kept us on track which isn’t that easy) She has done a lot of research and came up with a strategy and plan suits and works for us. This mainly follows the brief ( along with a few added improvements) that we gave her to start with. Still a bit to work through and Teresa keeps us on task and helps out in areas where we need her expertise. I would have no hesitation in recommending Teresa to any business.
Des Walsh
Director,
Central Group
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