Increasing turnover of machinery manufacturer by >200% with new positioning and global brand rollout

Transformed from
commodity to global brand

Established in 1997, LSM manufactures machines to bale and compact recyclables, selling both direct and through distributors across the globe. LSM make an outstanding product but were failing to represent that in their branding, communications, website and marketing.

In 2016, LSM approached Maverick to solve this problem and help them realise the true potential of their business. The impact has been wide-ranging and significant, increasing the quality, volume and value of leads and sales, improving the distributor network, shortening sales cycles, improving scalability, empowering customers through digital, enabling a direct entry into the UK market, and strengthening team buy-in and motivation.

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Challenge
Got the product, but not the voice, or the amplifier

LSM make robust, reliable, easy-to-use products, but its image and communications weren't reflecting that. Neither was the company making effective use of marketing to build direct and indirect sales. Weaknesses in brand and marketing were making hard work of growth. 

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“We had a great product, but we'd stay stuck in the commodity space unless we could make the right first impression and communicate the value for each customer group. We had to shift from a commodity/product position to a brand/solution position.”

John Cummins, Co-Founder & Managing Director, LSM
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strategy
International brand and digital development

Maverick engaged directly with key LSM stakeholders to deeply understand the company, markets, products, audiences and competitors, including extensive customer interviews. We helped LSM to understand itself and its unique position in the marketplace and, informed by this, strengthen its overall business strategy. We helped clarify foundations such as purpose, value proposition, brand personality, and lead messaging. We then set a clear go-to-market strategy.

Our research and insights informed LSM’s new, distinctive brand identity and visual style, which highlighted the company’s positive environmental-friendly credentials and the robust nature of its product. These elements were brought to life through video, photography, graphics and messaging, and then a new global website, a full suite of sales supports, multiple in-country, sales-focused websites and a full brand roll out.

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Result
From commodity to global brand

The impact has been wide-ranging and significant, increasing the quality, volume and value of leads and sales, improving the distributor network, shortening sales cycles, improving scalability, empowering customers through digital, enabling a direct entry into the UK market, and strengthening team buy-in and motivation.

LSM now has a clear, distinctive brand, a new communication platform, and a global digital presence to help power growth. LSM has successfully shifted from a commodity to a global brand.

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“There has been an immediate impact on every audience and every conversation we are having. Overnight we’ve changed the perception of our organisation and our products – in a very positive way. We’ve shifted from selling a commodity to selling a brand. Having had little exposure to the power of good marketing, I was a little unsure of the real commercial impact of this change, but now all the indicators are showing me that we are absolutely on the right path.” 

John Cummins, Co-Founder & Managing Director, LSM
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Key DEliverables

Brand Audit, Market Analysis & Go-to-Market Strategy

Assessed the company's current situation and shaped a strategy to transform the company from a commodity producer to a brand leader.  

Clarify Foundations 

Clarify critical foundations such as purpose, positioning, value proposition and brand personality.

Brand Identity & Visual Style 

Developed all-new, distinctive brand identity and visual style. 

Copywriting

Crafted all lead messaging and re-wrote all product and supporting content. 

Photography & Videography

Extensive product photography and videography. 

International Website Solution 

Developed a turn-key international website solution encompassing a lead brand website and multiple in-country sales-focused websites.

Brand and Sales Assets 

Created a bank of assets to support marketing and empower the sales team and distributors. 

Ongoing Brand Development and Guardianship

Sustained development of brand assets and guidance on all brand applications. 

UNLEASH YOUR ORGANISATION’S POTENTIAL

Transform

Empower your organisation with world-class positioning, marketing and branding.

A highly structured, tried-and-tested programme that will drive transformational change in your branding, communications and marketing. This unique, B2B Marketing programme, has been born of, and honed by, 20 years of focused exploration and practice. In this comprehensive PDF we outline the programme in detail, including the stages, tasks, roles, responsibilities, dependencies and outputs. 

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