Krysiak - a communication strategy for a horticultural company

How to reach the potential recipient of garden equipment? Which media will achieve such an effect? AND finally - how to design a message so that it does not get lost in the information noise? We will answer these questions in the near future. We are starting cooperation with the Krysiak brand - an expert in the field of garden equipment.

About the brand KRYSIAK

The Krysiak brand has been operating on the market since 1990. It provides its customers with the best quality machinery and garden equipment of well-known brands. Its activity, however, is not just about selling. In order to meet the needs and expectations of customers, it also runs service points throughout Poland, as well as garden equipment rentals.

Krysiak also has its own brands of garden equipment: Faworyt, Lider and Handy.

Challenges for Commplace

Our goal is to reach groups of potential recipients of a wide range of Krysiak products. The challenge will be to present both the brand, and thus to gain an increase in its awareness among consumers and the products it offers.

The scope of cooperation with the Krysiak brand

Cooperation with the Krysiak brand requires the involvement of specialists in the areas of PR, copywriting and media relations.

Among the tasks ahead of us are:

Verification of the company's current activities (audit and analysis)
Image audit
SEO audit
Preparation of a coherent and comprehensive communication strategy
Selection of appropriate media
Communication with the media

How to reach the recipients with the message?

At Commplace, we know the answer to this question.

Elements of a successful marketing audit

Marketing audit must be comprehensive.

The audit should cover all areas of marketing, not only those where the problem is already noticed. A holistic audit is the best way to discover opportunities and can identify previously unknown brand strengths.

A marketing audit must be systematic.

Order and efficiency are the key elements of a successful marketing audit. To make sure there are no gaps in your audit, you need to consider each area.

The audit must be regular and repeatable.

Some companies only carry out an audit at a time of crisis. Performing periodic marketing audits, however, enables the team to identify problems early and solve them.

How to conduct a marketing audit?

Step 1: Describe all your marketing goals and tasks.

Your marketing goals should not only be comprehensive, but also well thought out. Here are some examples of key marketing goals:

Increasing the company's visibility on the Internet.
Increasing the number of recipients of messages sent by the brand.
Increasing or maintaining market share.
Generating new leads.

The long-term goals should be achievable within the next two years and should be listed in order of their priorities. Short-term goals should be anything that can be achieved in the next 12 months, prioritized and taking into account the company's available resources such as time, budget and staff.

Step 2: Create customer personas.

Persona should contain information such as:

Gender of the recipient
Professional position
Education
Industry
Geographic location
The size of the company
Other demographic, ethnic or behavioral descriptions

Step 3: Identify the competition.

Make a list of 3-5 of the largest competitors in your industry. Make a note of information about the company, such as the company name, website, and headquarters location. Make an exhaustive list of all products and services and note which match your offer.

Step 4: Describe your products and services.

Be sure to include all features, benefits, prices, sizes, and distribution methods for each product and service you offer. Analyze how each of your products or services compares against the best competitors.

Step 5: Analyze the data and draw conclusions.

Once you have collected and documented all the data, you should have a pretty clear picture of your business situation. Identify strengths as well as weaknesses by analyzing each section of the marketing audit. If you need help in analyzing and collecting data - use Commplace support.