New marketing strategy for Delta Balustrades generates £800k growth
The Overview
Delta Balustrades design, manufacture and install bespoke glass balustrades as well as supplying and installing handrails for the construction sector. The business which operates from its factory in Sandbach, Cheshire, was established in 1984 and employs over 40 people.
Stephen Boyt, Managing Director of Delta Balustrades said:
“We’re a quality manufacturer, offering a high-quality product to a number of sectors. The business is operating well and is a market leader in its sector, however, we could all see the opportunity to grow.”
The business design, manufacture and install bespoke glass balustrades and supply and install handrails for the construction sector
The business needed marketing expertise to improve sales and commercial performance by 20%
The Challenge
Having identified this opportunity, Stephen set a target to improve sales and commercial performance by 20% in the 2017/18 financial year.
To do this, Stephen realised that the business would need specialist expertise who could help them to develop their brand, identify new markets, and design a strategy to win new business. He called upon support from the Cheshire and Warrington Manufacturing Growth Fund.
Stephen said:
“We didn’t have the resource or the expertise internally to develop a strategy which would meet our targets, so I met with Phil Anders, specialist Manufacturing Advisor for the Manufacturing Growth Fund in Cheshire and Warrington.
“Phil got to know our business and understood our requirements. He helped us to design a project brief which would bring in a specialist sales and marketing consultant and provided grant funding for 30% of the project value.”
“The process to apply for the grant was simple, Phil helped with the application and we were awarded a grant of £3,150 towards the total value of the project.”
Stephen Boyt, Managing Director, Delta Balustrades
The Solution
Stephen and Phil appointed the services of the most appropriate specialist to help deliver the project. The consultant worked with the business over a six-month period to develop the sales and marketing strategy, implementing a best practice approach to delivery and provided valuable market research on their existing and potential markets and customers.
Stephen said:
“This project has helped us enormously. Not only do we now have a comprehensive sales and marketing strategy and plan, we also have a better understanding of our customers. This will help us implement a servitization business model in the future to service and retain our clients for many years to come.”
“We have a best practice strategy for managing customers, and our consultant ensured that this is ingrained throughout the business.”
As part of the new strategy the business opened a dedicated events space
Since completing the project, Delta Balustrades have won new business and increased sales by £800k, contributing towards their increased sales target. They have also recruited a Marketing Executive who joined the business in January 2018.
“This strategy presents a sea change for Delta Balustrades. This is not a one-off drive for new business, this is a long-term approach which I hope will see us continue to grow. By investing in a Marketing Executive we now have the necessary skills and resource in-house to help us achieve this.”
Stephen Boyt, Managing Director, Delta Balustrades