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.