TB Davies group announced that it is launching a new social media push with the goal of using digital media to communicating more directly with users of access products. The social media piece will be part of the groups broader campaign to generate publicity and interest in their brands and business portfolio that now spans the whole range of access equipment including scaffold towers and ladders.
Ambitiously, their strap line is ‘always within reach’. Communications Director James Gray explains, “We’re a fast growing business, and more and more of our customer base is using digital media to communicate. The question we asked ourselves is where should we be, and so we decided to mirror the way that customers are making their decisions, by looking at comments on review and other social media sites. By communicating on a more intimate level we hope to get the message across that we are accessible as a business that listens and responds to our customers needs first and foremost.”
Review was the first part of the strategy implemented to receive customer reaction to service and product quality. James Gray continued, “There were discussions internally about the risks of doing this, but we ultimately took the view that online comments are part of life now and it is better to embrace it. We also know that what is being said about us is overall positive. TB Davies has a reputation for good customer service, so perhaps it was less of a risk for us. The most important thing for us is transparency and it does not ring true for consumers if you simply quote customers who love us. We want to show the genuine opinions of our customers rather than just rely on such statements.”
The announcement of the social media campaign will be interesting to see what group learns from the endeavour. Currently the focus is on creating additional video of their most innovative product lines, Sales Manager Francis Camilleri said, “Unless you have the customer face to face with the product it can be difficult to illustrate the quality and ingenuity built into some of these products. Video is an excellent way for customers to better understand the range in a more engaging and immediate way.”
The group will look to invest the majority of it’s marketing budget in the social and digital media arena. James Gray added, “It’s difficult for traditional display ads to compete the opportunity we have right now and we have put together metrics with partners that track our brand: how many mentions, how many are positive sentiment, our reputation, etc.” But, he is quick to add,” You can’t be too obsessed with measuring to prove the investment is worth it, at least right now.”
As long as TB Davies key measurements of progress on its image and purchase consideration keep rising, says Gray, the group will make certain assumptions that the investment in digital and specifically social media is a key driver.
