Trelleborg Marine Systems (TMS) is a global engineering firm that designs, produces and installsequipment that protects commercial ports and shipping vessels. Key to TMS’ product offer are marine fenders. Comprised of rubber and steel, fenders are a key part of port infrastructure, used to protect both port and vessel from the force of the vessel as it comes to berth.
TMS was struggling to standout in a marketplace that was all too willing to believe unscrupulous suppliers who were passing inferior products off as high quality, by misusing industry accreditation.
Stein IAS persuaded TMS to take a content-led approach, by investing in research which would fuel a series of thought leadership assets, which would in turn boost PR and social media activity around the issue.
The campaign was the first for TMS to be managed through Eloqua, a marketing automation platform that responds to users’ behaviour in real time.
The content results, campaign results and the PR and social media results dramatically surpassed those we are used to seeing for TMS’ campaigns (which themselves tended to be above the industry average).
This content led activity has been a resounding success for TMS, and going forward, content led strategy will form the basis of all marketing campaigns.
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