How to promote a digital price calculator in the coating industry?

Desired outcome

Enviral is a high-end coating company with two plants in Northern Germany and Austria. It has received several awards for their high quality coating services.
The company has developed several innovations like new colour designs, self-healing coatings, antimicrobial surfaces, …
Beside the technical innovation development, Enviral must enforce the digital transformation and is committed to set new standards in this traditional branch.

Initial Problem Description

Enviral has launched a price calculator for coating all kinds of metals and forms. This price calculator is absolutely new to this business, as usually prices for coatings are not officially available and a big secret in this branch.
By making prices 24/7 immediately available, Enviral expects a big time advantage among its clients and a small community has proven this assumption. The company has now the challenge to enlarge this community and is struggling with this task, as the sales and marketing department is servicing more traditional clients. Therefore a marketing campaign with fresh ideas and new insights will be the logical next step

Context

Enviral has a very innovative spirit and is well known in its markets. As every market is faced by a digital transformation, Enviral has started this journey several years ago by digitising intern processes, setting up a new website, training the staff in digital skills etc.
Sales still works fine the traditional way by visiting clients and discussing personally their coating problems. But the industry is changing and so must Enviral.
Beside testing a new marketing campaign Enviral is looking forward to learning from the student team in how to set up this campaign and use this knowhow for future digital marketing activities.

Connection to cross-cutting areas

If the testing of the market acceptance of the digital coating calculator will be successful a deeper digital integration in the companies ERP system will be started. This way further cost and time savings can be realised.
The marketing and sales team will fully support this project and is looking forward to work together with the students.

Input

To get a first impression about the company, please have a look at our website and our social media activities on Facebook and Instagram. Feel free to test our online calculator.
For the kick-off-meeting you can expect an introduction of the company, the coating services and the current state of development of our online calculator.
Marketing campaigns can only be successful if the team will receive the best possible support. Envial commits to do so during the whole time.

Expectations

Enviral expects a
● marketing concept, what kind of content will be published when, where and what and why. Important for us is also the identification of customer segments, who can be reached and motivated to test our online calculator.
● Mutual learning experience with the students and researchers
● A monitoring concept to monitor the success

Desired Team Profile

Enviral is looking forward to a diverse team, which is open to communicate and discuss upcoming questions with the staff.
The team shall be able to communicate in German or English. As most of our clients speak German, at least one German speaking student would be appreciated.
Any background in marketing, sales, business administration would be helpful.

Additional Information

As a small company we can not finance huge paid media campaigns. Therefore a mixture of a paid and organic campaign is aimed at.
We want to invite you to work with us on a really important project, helping Enviral to successfully take the next step on our digital transformation journey. Learning from your work is the driver to publish this challenge. But we will ensure that we share our practical experiences with you. This way both of us will benefit most.

Related Keywords

• coating application