Case study

Nagano

From 0 to 1000 named leads in three months

PREVIOUS NEXT

Nagano is the industry-leading Japanese producer of powered aerial access equipment for the construction sector.

CHALLENGE

Having built a reputation in Asia for world-class design and manufacture over 50 years, Nagano sought to expand into the European market. It had ambitions to make significant sales at its first-ever showing at BAUMA, Munich’s international construction industry event; to promote its dealerships and develop a fast-growing database of leads.

POST-BAUMA

400

ENGAGED LEADS DELIVERED TO NAGANO

APPROACH

Emberson LeadGen prioritised promotion of the Nagano brand and BAUMA stand across Europe in the first three months. We designed a new website, brochures, product sheets and stationery and publicised Nagano’s local dealer partnerships. Identifying key people in Nagano’s target European markets, we generated a growing database of contacts for email campaigns, directing clients through to the new website. Monthly campaigns and activity were tracked daily, and the most engaged leads passed to sales teams for follow-up.

CUSTOMERS FLOCK TO BAUMA TO MEET

NAGANO

 

SOLUTION

Pre-event publicity created a buzz around Nagano’s inaugural stand at BAUMA. Overall, 1000 visitors generated 70 confirmed sales, 166 potential sales and almost 300 enquiries: five machines were sold on the first morning. Regular posting of thought-leadership articles on social media connected decision-makers, driving a monthly tally of approx. 200 people to the website. The European Business Manager received the most engaged, current leads report direct to his inbox; by December 2019 this had generated over 2000 qualified, named email addresses.

“Emberson LeadGen campaigns, database and social media work is so important. Without it I would have a comparatively small network of contacts and far less sales leads”

Steve North, European Sales Consultant

RESULTS

  • Exceeded expectations of visitors to Nagano BAUMA stand (total 1000 visitors)
  • Post-BAUMA, 400 engaged leads delivered to Nagano and dealerships
  • Email campaigns reach 95% of 2000 named email leads (December 2019)
  • Regular, engaged leads sent to Nagano sales team

“Emberson LeadGen delivers a Mercedes class service.”

Steve North, European Sales Consultant