• Magazine
  • Magazine Issue 1

The treasure hunt in marketing

The customer loyalty is key

The treasure hunt in marketing for the best reference objects or why it is so hard to receive information despite customers enthusiastic about flooring systems

When leaving the construction site, we are fired up and full of new ideas.

The ability to view each separate product from diverse perspectives gives rise to many ideas, which we dis-seminate through project reports, posts, news items and newsletters.

Our customers praise the VIASOL and PORPLASTIC systems and gladly provide feedback in our in house seminars. Every day tons of products are offered for sale, sold, produced and delivered. Across the world industrial and sports floors are coated with our products.

Even so, Marketing has to fight to obtain current project information. For this reason, Marketing has gone on the offensive and now engages more and more in direct customer contact.

What emerges is incredible. It‘s a story of learning and experience with and from customers, who are always worth seeing.

EXPERIENCES...

…of many wonderful people, projects and stories. On the way to the construction site we are armed with dry technical project information. When we leave, we are fired up and full of new ideas. The ability to view each separate product from diverse perspectives gives rise to many ideas, which we dis-seminate through project reports, posts, news items and newsletters.

It is not just products we put on the internet or in our brochures. Each individual product has its own story with each installer, sometimes with very varied implementation. We always welcome innovation! Every construction site, with all manner of craftsmen, is unique and produces new findings. We are eager to share these findings within our company, and achieve an exchange of views between internal and external sources.

For us as manufacturer, and for the installer, the endorsement of the client is the ultimate goal. It is he who walks, stands and maybe also sits on VIACOR every day. It is however very difficult to obtain this endorsement. When everything is completed, the client already has many other projects and little time to write a testimonial.

ANECDOTES...

We started a new project as a case study with a customer who had already completed many projects with VIACOR.

A date for a photoshoot was agreed. Our journey was Rottenburg to Ulm and back. Unfortunately a machine was broken and our visit was in vain. Another date was agreed. This time the site manager had forgotten the date. In the end no further date was possible, the case study came to nothing and we had neither story nor pictures.
Six months later we did manage to complete a similar project with the same customer, and this time it went like clockwork.

LEARNING POINTS...

All applications of the product which Marketing meets in the world outside VIACOR are educational.

  • Explanation of corrosion protection prior to coating, or what has to be considered in the 3rd level of an underground car park comes from renovation experts
  • Experts on decorative floorings show us tricks for designer floorings with different coloured coatings.
  • On every construction site we meet craftsmen who live their work and can talk for hours about it. This is valuable application experience.
  • The German Fed Cup team plays and wins on our tennis courts with Angelique Kerber and Julia Görges, and we experience the training up close.

LEARNING BY DOING...

Every case study increases our knowledge of the world of construc-tion sites and the reality of floor coating systems. We don‘t just deepen of our knowledge of construction. Telling the story, disseminating information and leveraging our customers all come more sharply into focus. Having to look at all these components helps to explain what is important and for whom.

Why are these systems used? Why is a water-based primer used? When is a sieve used, and when not? How quickly must the products be used and what effect does the weather have? We encounter these and thousands of other questions when we prepare a case study. System and product queries, as well as application techniques, fill notepads instantly.

Following site visits, all the data must be reviewed through many discussions and technical information considered. An appealing write up is put together, and text and pictures are then combined. The provisional case study is then checked by the relevant colleagues and at last released to the customer.

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