Trelleborg’s marine systems operation is a part of Trelleborg Group that designs, manufactures and installs equipment for many of the world’s largest commercial ports. When a ship comes into harbor, Trelleborg produces much of the equipment that the vessel comes into contact with – from fenders for docking to hooks for mooring and technology to control the overall berthing process.
Organizations that buy docking and mooring equipment are among the hardest audiences to reach. There are contractors, owners, operators and consultants. They are spread across the globe with vastly differing perspectives on their industry. When we engaged with Trelleborg, it was struggling to connect with these diverse audiences and standout in a marketplace that was buying marine products solely on the basis of upfront cost rather than long-term value.
At the same time, the marketing for Trelleborg’s marine systems operation was almost entirely analog, investing in trade advertising, printed brochures and events, with a limited digital presence and measurement platform. Together, we set a course to change all that.
Stein IAS worked with Trelleborg to build a best practice digital marketing practice from the ground up, with a technology stack and bold creativity at the core, including:
A comprehensive global database of marine industry buyers and influencers
A thought-leadership position and a reputation for reliability
A creative strategy to support the brand position and respond to market needs
A suite of dynamic content and digital experiences/tools to support prospects at every stage of the buyer journey
Campaigns integrating digital advertising, digital direct/email, events, PR, social and web platforms
An advanced, automated digital platform tied to Trelleborg’s CRM, delivering hitherto impossible efficiency and visibility of lead generation and nurture
Analytics and market research feeding a virtuous circle of planning, strategy, deployment and optimization
Incredibly, it was the digital transformation and investments in content and automation of Trelleborg’s marine systems operation that led to perhaps its biggest business breakthrough. Consistent market research and industry dialogue revealed that the market was ready to follow more mature sectors on the journey to automation. Trelleborg acted decisively, collaborating with us on its new “Smarter Approach” positioning and campaign – pivoting on the power of automation to drive its ground breaking “vessel turnaround” business strategy.
“With Stein IAS, we’re committed to utilizing the latest marketing techniques and tools as part of our wider business strategy. Since fully integrating our marketing activity with our business strategy, and in particular, embracing marketing technology, the results we’ve seen with Stein IAS have been more than we expected or even could’ve hoped for.”
The “Smarter Approach” has enhanced Trelleborg’s marine systems operation’s position as the leader in the field of port automation, dominating the industry news agenda and placing them in a prime position to profit as the marine industry inevitably embraces new technology. This story is one of a long-term marketing approach now yielding long-term business success. Trelleborg’s marketing for marine systems is now essential to the company’s business model, sales process and the future of the whole business.