Pultron Composites
Taking an innovative Kiwi brand to the world
Sectors
Manufacturing
Industrial Technology
Research & Development
Infrastructure Products
Work delivered
Full ownership including:
Brand Communications
Marketing Strategy
Marketing Collateral
Content Strategy
Marketing Systems
Highlights
#2 most-followed composite company on LinkedIn worldwide, ahead of much larger players in highly-competitive sector
20% YOY growth in the Australian market over three years
Selected to advise on GFRP use for substations in leading engineering consultant Jacobs’ Substations Sustainable Toolbox for CIGRE International
Showcasing business expertise via brand communications supported strategic partnership negotiations with a Fortune 500
Pultron Composites is a New Zealand manufacturer that exports engineered composite products worldwide, from snowmobiles and trampolines through to infrastructure. Their products are built for long service lives, and their technical depth is a real strength.
To open doors with large multinational clients, that depth had to be visible to the people making procurement decisions.
Challenge
Secure strategic partnerships with multinational clients. Pultron wanted to commercialise their products further and reach new opportunities, with a focus on the North American market and Australia’s infrastructure sector.
Reach engineers and councils with the information they need. Infrastructure buyers are risk-averse and want evidence before they specify a new material. Pultron had to show they were a credible, long-term partner.
Action
Brand and marketing strategy. I developed a strategy that positioned Pultron as a high-value partner in industrial technology, with their global footprint and R&D capability at the front. I produced a brand video showing the scale of the business, working with a videographer and creative writer from my network to bring it to life.
Content built around the future customer and their infrastructure challenges. The marketing explained whole-life value and how Pultron’s products solve the infrastructure challenges councils and engineers face. Testimonials, case studies, technical data and in-house expertise carried the message.
Infrastructure range development for Australia. I looked closely at the questions engineers and councils were asking, then developed the infrastructure product range and its content to answer them. That gave buyers what they needed to make procurement decisions on their most challenging projects.
LinkedIn strategy. Ahead of a strategic partnership with a Fortune 500 US company, I built a LinkedIn strategy around the company page and the personal brands of Pultron’s key experts. It put their expertise in front of decision-makers while protecting commercially sensitive IP.
Results
A brand match fit for the North American market. Branding success always starts with understanding the market. This one was a mix of government, engineers, and retail contractors and DIYers through Home Depot. Each required a different approach, but by keeping the overriding selling points (technical credibility and brand visibility) consistent, we created an easily scalable brand for a business that is already gaining traction across the US.
Brand voice, guidelines, and marketing assets delivered and actively used by the team, retail store partners, and other key stakeholders.
All content aligned to each target segment (engineers, contractors, asset owners, and DOT leaders), supporting continued pipeline growth across the residential and construction sector (through Home Depot and Lowe’s Home Stores) and large-scale infrastructure opportunities with government bodies.
LinkedIn was a key driver in stakeholder and customer engagement. LinkedIn strategy was based around activating the company brand, ensure all customer-facing staff’s Linkedin accounts were Mateenbar® branded and we activated the Personal Brand of the in-house subject matter expert.
LinkedIn company audience grew organically from 500 to 4,000+ followers in six months with target market growing.
Personal brand activation for the in-house subject matter expert continues to grow brand recognition.
