Smartglass International - Privacy switchable glass
Trebled global sales enquires via search marketing for specialist building product
With a clearer, stronger proposition established it was time to become more visible
Smartglass delivers switchable glass solutions to the world's leading architects, builders and fit-out companies. Facing increased competition from lower-cost commodity products, the company invested in a rebrand and communications development project. (story coming soon). Then, they sought to increase global marketing activity to leverage this strengthened position.
Maverick has been running international search marketing programmes for Smartglass since 2015; in 2022, to broaden its marketing activities and accelerate growth, the company fully outsourced marketing to Maverick.
Combining a strengthened position, an effective website and more aggressive marketing trebled international sales enquiries.
Challenge
Rise above the noise of lower-quality competitors
Smartglass delivers a premium quality product and service but faces increasing challenges from an array of lower-quality, lower-cost commodity competitors. A lower price is tempting to consumers, but switchable glass becomes a very costly product when it goes wrong. Smartglass needed the brand, communications, website and marketing to firmly position itself as the trusted provider in this micro-niche segment.
"Our sales teams consistently come up against clients selecting cheaper, inferior products without understanding the issues that could accompany that choice. Maverick helped us put our product front-and-centre, with clear messaging to engage and educate our market, demonstrating why investing upfront in a higher quality product ultimately saves time, money and hassle."
Michael Kelleher, Director, Smartglass International
What we did
Precise, lean, agile, sustained marketing
Strengthening the Smartglass brand and position paved the way for bolder, more extensive marketing tactics. We broadened the scope and intensity of their search marketing, content development, social media posting, and website optimisation.
Results
More website visitors, enquiries, and sales
The company became much more visible, the volume of website visitors increased, but most importantly enquiries rocketed. By increasing visitor volume and quality and improving the clarity and strength of the online presentation, online quote requests increased 334% (Q4 2021 v Q4 2022).
“We make an excellent product and provide a top-class service, but to be successful, we needed to reflect that in top-class branding and more visible marketing.”
Michael Kelleher, Director, Smartglass International
Key Deliverables
Fully Outsourced Marketing Solution
Maverick fully manage the strategy and execution of Smartglass’s marketing, branding, and communications.
Extensive, Sustained Search Marketing
Ongoing management and development of a search marketing programme that builds extensive, international, organic and paid visibility, especially in the UK and US markets.
Website Optimisation & Content Generation
Ongoing content generation and website optimisation help to build brand awareness, reputation, search visibility, and enquiries.
Measurement & Reporting
Leveraging insights from the Maverick team, Smartglass continue to evolve and strengthen its position in the switchable glass market
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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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