Identify the market, position the brand, activate digital lead generation
The case in brief
CHALLENGE: Identify the right market with growth potential
SOLUTION: Re-define the market, brand positioning, new sales pitch, brand identity and launch of a website generating leads.
RESULTS: Strong growth
“Expresso has guided us through the challenging process to define our core identity and position in the market using pragmatic methods encouraging engagement and an open dialogue, yet with sharp analysis and challenging conclusions as outcomes.
The team, our owners and myself are very satisfied with the results that we are now step-by-step implementing and growing into.”
Challenge
- Strong focus on hydrodemolition technology throughout the full buyer journey
- No defined buyer personas, sales funnel or clear brand positioning
- Visual identity and tonality, website and sales support materials in
need of revision - Limited online lead generation, no clear structure for social media channels
- Need of harmonized sales pitch
Expresso's solution
Based on analysis of an external market study and macro trends in the global construction industry, a new and drastically bigger market was identified for Conjet.
How? Instead of limiting the addressable market to hydrodemolition (technology), Conjet now position themselves to lead the development of solutions enabling safe, sustainable and reliable automated concrete removal (which is an identified customer problem and macro trend):
- Identification of Conjet’s buyer personas – demographics, problems, what makes them look good and what makes them pay a premium price
- Alignment around and optimization of Conjet’s sales funnel
- Analysis of market dynamics. What defines quality and how is premium price enabled?
- Clear brand and market positioning
- Identification of what makes Conjet unique in the market
- Activation through launch of a new lead-generating website and the "Team Conjet"-concept, targetting employees and partners
Key to success: The analysis was done in discussions involving and engaging most of Conjet's employees.
Expresso's deliverables
From-to
Brand positioning
Revitalize mission & vision statement
New visual identity
New lead-generating website
New sales pitch
Professional films and images
Intellectual Property
Foundation for an equity story
Background
In October 2019 the founders of Conjet AB sold the majority of shares to investment company Gulfstream Nordic Holdings AB. The new owners appointed an external CEO, Robert Kreicberg, and challenged him and the rest of the organisation with a new growth strategy.
About Conjet
Founded: 1984 within Atlas Copco, independent company from 1990
Headquarter: Stockholm, Sweden
Geographic reach: Global
Turnover 2020: 60 MSEK
Core business: Development, production and sales of robots for automated concrete removal using hydrodemolition technology
Main owner: Gulfstream Nordic Holdings
Team Expresso &Friends
This project was delivered by Expresso &Friends:
When did you last review your brand's positioning?
A clearly defined positioning of your brand gives clear cisibility of your market - customers, competitors and macro trends, enabling sharp priorities, laying the foundation for any growth strategy.