Client

Layher North America

Layher is the world’s leading manufacturer and supplier of superior, advanced scaffolding systems and accessories. With its global recognition for stability, performance, quality, and safety in modular scaffolding systems, Layher Worldwide has left an indelible mark on the industry. Headquartered in Germany, Layher extends its services to a diverse range of industries across 38 industrial countries.

Layher NA is the North American branch of Layher for the United States and Canada.

CLIENT TESTIMONIAL

Client

Layher North America

Layher NA is the North American branch of Layher for the United States and Canada.

Challenge

Our journey with Layher began in 2006 when they sought to expand their presence throughout North America, particularly in the United States and Canada. As a highly esteemed European brand renowned for its top-tier German engineering, we were entrusted with positioning Layher NA as the foremost provider of scaffolding solutions on the continent. At that time, their website faced mobile and tablet functionality issues and featured an outdated design. They struggled to secure high rankings on search engine results pages due to lack of search engine optimization (SEO). Consequently, our team was responsible for managing all aspects of their advertising, media, website development, SEO, and marketing.

In response to Layher’s commitment to evolving its product offerings to meet the dynamic demands of its industries, we devised a marketing strategy to ensure its success. This strategy has evolved over the past 17 years. With their brand promise of “More Possibilities,” Layher is celebrated for the innovation in their high-performance scaffolding systems. Operating as part of a global corporation with over 39 divisions, our creative team adhered to corporate visual branding guidelines while infusing our designs with North American market relevance. We constructed an award-winning website to facilitate easy access to scaffolding solutions, forming lasting advertising partnerships with industry-related publications across the United States and Canada.

This case study serves as a compelling narrative of a journey marked by success and the continuous evolution of marketing strategies. It highlights the transformation and achievements of TruBrand’s partnership with Layher North America, showcasing how innovative marketing approaches, expansion efforts, and a client-centric mindset led to remarkable outcomes. It’s a testament to the power of strategic marketing and partnership in driving substantial growth and reaching ambitious goals.

Challenge

Recent Strategies Implemented

In 2021, our marketing initiatives reached unprecedented heights, going beyond the achievements of any other Layher global division. We introduced ScaffoldTALK, the pioneering Scaffold Builder Community, offering micro-video courses that empower and engage the target audience.

In 2022, our evolving strategy aims to elevate Layher’s Purpose and its people within the organization. Through Purpose-led messaging on the website, traditional ad campaigns, and social media, we aspire to foster greater brand awareness, brand loyalty, and customer engagement.

In 2023, TruBrand’s marketing strategy for Layher North America underwent significant evolution. We recognized the importance of empowering scaffold partner companies and introduced Account Based Marketing (ABM) into our approach. Our focus shifted towards a more personalized and targeted outreach to decision-makers, addressing what mattered most to them.

This transformation marked a pivotal moment in our journey with Layher, as we aimed to strengthen our relationships with scaffold partner companies and tailor our marketing efforts to address their unique needs and preferences. ABM allowed us to identify and engage with key decision-makers more effectively, ensuring our brand messaging and campaigns resonated with their specific concerns and priorities.

Our brand messaging also evolved to reflect this new approach, becoming more client-centric and focused on addressing the core concerns of decision-makers within the industry. By listening to and understanding their needs, we could provide more meaningful and impactful solutions, ultimately driving greater success for Layher North America.

This shift in strategy demonstrated our commitment to adapting and staying relevant in a rapidly changing marketing landscape and showcased our dedication to the success and growth of Layher and its partner companies.

BUILDING AN ENGAGED SCAFFOLD BUILDER COMMUNITY

Creating Layher Brand Advocates

CREATING ADVOCATES THROUGH
ENGAGEMENT AND KNOWLEDGE EMPOWERMENT

VIDEO MICRO COURSES

LEARNING
QUIZES
& LAYHER
SWAG

LEARNING, QUIZES & LAYHER SWAG

Client Testimonial

“When we decided to expand our presence in North America, we knew we needed a partner who could help us position our brand as the continent’s foremost provider of scaffolding solutions. TruBrand Marketing exceeded our expectations. They worked tirelessly to revamp our website, optimize our SEO, and develop a comprehensive marketing strategy that helped us reach a wider audience and generate more leads. As a result of their efforts, we have successfully doubled our revenue in the past three years and are now on track to double it again within the next five years. TruBrand Marketing is a trusted partner and a key contributor to our success.”

Stefan Poetsch, COO – Layher North America

Results

The results are ongoing, starting in 2006, and within a year of the new website launch, over 100,000 people visited the site, almost 60% of them coming through organic search. The North American website ranked higher than all 38 other branches of Layher, including the home branch in Germany, and has continued to do so ever since. Throughout the years, we have refined their brand messaging for the USA / Canadian market and tailored the marketing to their customer and the customer journey. In 2022, we relaunched a newly developed website.

Our collective efforts with the client and their sales team and implementing TruBrand Marketing’s marketing strategies and tactics have yielded remarkable results for Layher North America. They have successfully doubled their revenue twice in the past five years. This outstanding growth is a testament to Layher North America’s dedication to growth strategies.

A few of the key initiatives that contributed to this success was the national geolocation expansion, which involved the addition of several new sales offices and yard locations and the strategies that empowered their partners through more direct brand messaging and Account-Based Marketing techniques. The geo-expansion allowed Layher North America to reach a wider audience, serve more customers, and establish a more robust online and offline presence across the USA and Canada.

The top management at Layher North America is delighted with these outstanding outcomes and has demonstrated their confidence in our partnership by committing to an even more ambitious goal. We are now dedicated to doubling the revenue again within the next five years. This commitment reflects the trust and faith that Layher North America places in our marketing and expansion strategies, and it motivates us to continue pushing boundaries and achieving even greater success in the future.
Our ongoing collaboration and dedication to Layher North America’s growth and success will remain unwavering as we reach and exceed this new revenue target over the next five years.