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Harp is a UK-based engineering company which has spent years developing both the expertise and supporting products needed to design effective control room and multi-screen solutions. It now needed to create credibility with prospective customers, using SMI as a 'virtual' marketing department service.
Our first challenge was to create awareness in the two target markets - utility and telecommunications companies.
We first conducted detailed research on the target markets, finding out how key decision makers preferred to receive information, and what kinds of information was most useful in leading to sales. The results produced a solid platform of facts as well as some surprising insights into market preferences, and allowed us to create a branding style with the most effective messages and images.
SMI then created an eye-catching and distinctive branding with an intriguing logo, making full use of the high-impact photographic opportunities afforded by Harp's impressive control room installations. The styling was designed to work across all customer-facing communications; brochures, data sheets and stationery as well as the web site and proposal documents - all effectively conveying the benefits that Harp has to offer.
The acid test of the new branding was the impact it was to have on prospective customers.
"Faced with the challenge of only having a fraction of the marketing budget of our competitors, we regard the branding and marketing consultancy from SMI as fundamental cornerstones in the rapid growth of our company. For example, the first presentation using the new image resulted in one of our biggest ever orders.
We have now not only achieved our primary objective of establishing credibility in the market; we are now also the largest installers of display wall systems in the UK.
SMI has provided a long-term partnership based on the highest standards of professionalism and quality."
Adrian Gould
Business Manager
Harp Visual Communications Solutions |
