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Case study: Baldwin and Francis

Our toughest marketing
challenge yet?

If you sold electrical mining gear and the last deep mine
in the UK closed, what would you do?

The Brief

B&F's new MD wanted to expand the product range into new markets. The problem was that their entire product range was deep underground in inaccessible places.

Meaning their new website would be showcasing a product while having no suitable images. And it would have to do all this while educating an audience who had never heard of B&F. Simple, right?

Revisiting the website

Baldwin and Francis have been powering mines for over 100 years however changes in the macro environment were adversely affecting sales in the company's core market.

This meant whole new market sectors needed to be educated about the quality and uses of their product ranges.


Innovative solutions

One of the key challenges faced was how to show potential new customers what the products looked like when they were all underground in highly inaccessible places.

Technically correct 3D images were created and then some clever coding meant they would load quickly on the website and let the user navigate their features and benefits easily.


Making highly technical easily accessible

We then revisited B&F's product literature to make it more accessible to non-technical readers and align their range with both their current and new customer requirements - such as energy efficiency and cost saving capabilities.

The right tools for the job

We also designed a series of market-specific tools to make communicating B&F's product range and its benefits much simpler.

sales literature design - pop-up banners

Digital lead generation

A Digital Marketing strategy was then implemented to find and drive new customers to the website, identify them and feed these leads to their sales team to follow up on.

The Results

Baldwin and Francis now have a consistent on and offline brand, a website that not only enjoys an increase of traffic but traffic that spends time to familiarise themselves with the product range and benefits.

More importantly, the sales team enjoy a steady stream of leads to work with from sectors other than mining.

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