BOGE Compressors is a leading manufacturer of compressors, control systems, specialised gas units and ancillary equipment.
Although the company has a marketing team in Germany, there had traditionally been no local support or expertise. With an ambitious growth plan in the UK, the company recognised that it needed to change its approach if it wanted to build market share.
We were appointed to act as BOGE UK’s marketing partner in 2014.
How we did it
Our first step, which we apply to all new clients, was a deep dive into the business operations, activities, markets and customers. From this we produced a regularly updated strategic marketing and tactical implementation plan, which we then rolled out.
This exploited all of the company’s paid, earned, shared and owned (PESO) channels. At its heart was the creation of high value assets, such as white papers and video, which were adapted for use in channels such as PR, web site, social media, customer events and distributor conferences.
In the last five years we have continued to adapt this model. We work closely with distributors and have also extended our support to include other northern European countries, working with our partner agencies. We have also developed an inbound marketing strategy, using the HubSpot platform to nurture customers and drives sales leads.
In a twelve-month period we achieved:
- A 30% year on year increase in authoritative media coverage
- 100%+ increase in social media engagement
- 15% increase in sales leads
Since partnering with BOGE UK, the company has gone from strength to strength, growing by more than 10% year on year.
“We’ve partnered with 4CM for several years. They act as our outsourced marketing team in the UK, providing both strategic and tactical support and also partner with our sister operations in Germany, France and the Far East.
They have helped us boost our brand profile, outcompeting much larger competitors in terms of media coverage, while providing the skills, knowledge and resources that are driving demand for our products and services through both traditional and digital channels.
The team at 4CM is extremely proactive and engaged in our business, providing fresh ideas, insight and inspiration. As our marketing partner they are adding real value to our growth.”
Mark Whitmore, General Manager, BOGE UK & Northern Europe