A strong and well defined brand is the foundation on which companies can build a successful future. A brand is more than just a logo or a name; it is an identity, a story.
A unique and solid brand is not something that can be created in a day. It takes time, effort, and dedication to develop a distinctive identity. However, the rewards of such an identity are profound. This foundation will significantly help the company achieve its goals and build a successful future.
The Birth of an Identity
The journey began when the executives of the company that would later be known as Anchored Steel contacted The Recipe. They wanted an identity, something that echoed their values of quality, strength, and longevity. It wasn’t just about a flashy logo or a catchy tagline; it was about authenticity.
Our creative team considered many options, but the name “Anchored Steel” was carefully selected. It was more than just a name; it was a promise – a commitment to providing strong and dependable products.
While many brands fall short of delivering on their promises, Anchored Steel is an exception. Our strategic brand identity didn’t just sound good on paper, it was vital in communicating their brand promise to the market, allowing them to quickly establish themselves in New Zealand’s steel structure industry.
The logo, a stylized anchor, was basic yet symbolic of strength and stability, the very essence of what the company wanted and needed to represent.
Colours play a significant role in how a brand is perceived. For Anchored Steel, grey represented strength and professionalism, while green highlighted growth and a touch of eco-friendliness.
Performance Marketing and Anchored Steel
Anchored Steel, with a new brand identity, had a vision to reach people who needed industrial steel sheds, especially those with spaces exceeding 384 square metres. The focus was clear, and the strategy was set.
Anchored Steel decided to target potential customers in the Waikato district. They used a mix of Google Ads and Facebook Ads to ensure that they were visible where their customers were. But it wasn’t just about visibility; it was about engagement. The landing page was designed to provide visitors with the information they needed to let them know that Anchored Steel IS the right company for them.
The results spoke for themselves:
Anchored Steel’s website was visited by a massive 27,920 unique visitors. People were not just browsing; they spent an average of 3 minutes and 8 seconds on the site. Mobile users led the way, accounting for 75% of the traffic, which emphasises the shift towards mobile browsing.
Anchored Steel started to receive a large number of leads through various channels, including website forms, phone calls, emails, and even ebook downloads from a Facebook campaign. This allowed them to connect with interested customers.
Several factors made this campaign shine:
Our Performance Marketing plays a critical role in converting brand promises into tangible results. It’s one thing to have a captivating story and another to place that story directly in front of the right audience. For Anchored Steel, the essence of performance marketing wasn’t merely about generating visibility but about driving meaningful engagement.
Established in 1868, A&G Price Ltd is one of New Zealand’s largest and longest established heavy engineering works. They contributed majorly to the development of New Zealand as a country, especially the railworks industry.
Before The Recipe
A&G Price initially thought since they have been operating fine over 150 years of experience in the heavy engineering industry, they wouldn’t need to do any digital marketing. But that line of thought slowly changed as they realized how much the competition in the industry grew. Their competitors slowly grew their brand awareness through digital channels, while A&G Price’s brand awareness in the industry was slowly disappearing as time went on.
A&G Price realized that it was no longer an option for them to have an online presence. It’s a must! Initially, A&G Price would post content without a strategy in mind. While the content they posted would get around a dozen likes, no one was commenting or sharing. No matter what A&G Price tried, they failed to get followers and awareness on their social media. That’s when they came to The Recipe for help.
With The Recipe
As always we started off with an audit of their social media. It wasn’t easy to discern why A&G Price was not generating engagement or followers. The image’s quality wasn’t low, and the captions were engaging. Through extensive research and trial-and-error, we discovered what content would best connect with A&G Price’s audience. Rather than about content such as industry news and boring promotions, A&G Price’s audiences are much more interested in the history of A&G price. We created a formal strategy around it and we saw fantastic results! Each content posted generated lots of comments and shares; people started connecting emotionally to A&G Price. This community has continued to grow bigger than ever before! Within three months we were able to increase their Facebook page from 200 likes to a community reaching 2,000 followers with active engagement.