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Arena Group – supporting a high growth business

Victoria Tomlinson posted this on

Arena Group is an ambitious privately owned company.  After 19 successful years in business it set a challenging target to double turnover and profit over five years.

The company, leaders in photocopiers and electronic document management (EDM), appointed us to create a professional marketing function to support its rapid growth.

We started with research and analysis – where did customers come from, what products were they buying and what was their customer retention?  Arena’s customers love them – 98% would recommend them.  But most were only buying one of their products or services.

Our strategy was to make sure all Arena’s customers knew about all their services and cross-sell to them.

Our key activities were

  • An internal communications campaign so that all engineers and sales teams are able to sell all products
  • Produced case studies and brochures showing the breadth of what Arena does – used by all employees
  • Insights into their customer’s business issues – and focusing messages around solving their problems, not about what Arena does
  • Developed industry understanding and expertise in key sectors, working with sector professionals
  • Thought leadership lunches – to discuss industry issues and develop services around their needs
  • Introduced innovation as a board and company-wide activity
  • Wrote tender brief and project managed new website
  • Helped Arena to meet and build long term, strategic and senior relationships with large corporates
  • Developed the skills of the internal marketing team

Sales for managed print services have increased by 20% and Arena has retained and increased its education customers, despite changes in procurement.

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