Adcock
The client
Adcock provide and maintain bespoke refrigeration and air-conditioning services for a wide range of businesses and private properties. Founded in 1964 they have grown to become widely respected within the industry, winning numerous awards at individual and company level along the way. With over 200 staff based in regional offices they provide UK wide coverage and are proud to serve their clients with family values at their core.
The challenge
We first encountered Adcock whilst working alongside Everything DM, to create and build a new website, as their previous design had quickly become old, slow and irrelevant. This project saw us take a fresh look at the users of their site, creating a streamlined site that encouraged engagement and contact.
As with many businesses, Adcock see fluctuations in their yearly turnover during different seasons. With summer being pivotal in their yearly fortunes, Adcock were looking to explore ways of growing the business whilst improving cash flow in slower months. Focusing predominantly on print materials as a large portion of their budget was being pumped into the new website build.
The solution
With glowing reviews of the new website and enquiry rates up by up to 200% we wanted to follow this through by exploring new avenues in which Adcock could fully exploit their offerings. Having taken time to access their customer base and popular markets, we identified a handful of smaller markets that weren’t currently saturated effectively. Focussing on pharmaceutical industries, a quick turnaround would be vital to make the most of the oncoming COVID-19 pandemic. With refrigeration units reportedly holding up, or causing issues with vaccine production, we set about contacting and exploring the possibilities of getting units installed promptly and effectively. Using a singular A4 bi-fold leaflet designed specifically for the pharmaceutical industry, we worked closely with the engineers at Adcock to highlight the benefits of Adcock’s bespoke systems, the knowledge available and backed up through accreditations and the features that make purchasing a system a simple process.
Backed up by similar leaflets, we created single use examples for installation services, portfolio style documents and newsletters aimed at building trust, increasing brand awareness and building trust over 3 months, prior to contact from the sales team to cement deals and complete transactions.
The results
The combination of easily digestible infographics, information and data followed up by more trustworthy, text-based documentation has helped Adcock increase sales and penetrate new markets.
Backed by a matching website and the ability to create suitable landing pages has helped increase professionalism and the speed at which new ideas can be pushed to market. This element of trust has seen web enquiries double in the 12 months from launch.
This regular communication base, coupled with the flexibility offered by a new CRM has allowed us to create campaigns based on prevention over repair, encouraging business to have their air-conditioning serviced during the cooler months to avoid issues at the height of summer and therefore balancing Adcock’s cash flow issues in the process.
If you are looking at ways to balance cash flows through clever marketing or simply want to increase business during quiet spells, why not talk to our team
We’ve built a reputation on marketing campaigns driven by commercial knowledge and understanding. There’s no one size fits all solution so all of our campaigns are fully bespoke and created to optimise you and your business. We know how tricky running a business can be, so schedule a call with our team today and let us work out how to help grow your business, whilst you focus on what you do best.
