HKC are market leaders for security equipment in Ireland and are currently making their mark in the UK. They offer a variety of wired and wireless security systems and devices for both residential and commercial properties.
HKC is one of the only companies in the security industry to provide an app for both end-users and installers, allowing remote servicing and maintenance access and adding an additional layer of customer service.
The task: build UK market share from a standing start.
Having achieved significant success in Ireland, the natural progression for HKC was to expand into the UK security market. However, they encountered the challenge of low brand awareness and a lack of UK-specific marketing materials to engage installers effectively.
HKC partnered with Growthlabs to increase their market share in the UK, implementing a strategic marketing approach across paid search, marketing automation, email marketing, print media and diverse digital channels. Once that initial campaign was completed, we took the lead on HKC’s ongoing social media management and email marketing activity.
Three workstreams, one market-entry campaign.
Entering a new market needed research first, then materials built specifically for UK installers, then the channels to put them in front of the right people.
Strategy
Competitor analysis, audience profiling and data acquisition, channel strategy and keyword analysis.
Design & Content
Brochure and content design, copywriting, social content and infographics.
Lead Generation
Email marketing and automation, paid media and social management.
New market penetration through revitalised marketing
What changed once the campaign was live.
The right audiences, reached directly
We identified and reached specific target audiences through multiple channels including social and email.
Messaging that drove enquiries
The professional content and compelling messages we created ensured HKC communicated effectively and drove new enquiries.
Engagement doubled
Social engagement has doubled and continues to build, while higher levels of brand awareness and recognition have supported lead generation and sales growth.
A closer look: social media management
We advised HKC on the importance of having an active and engaging social media presence to increase brand awareness and generate leads.
We implemented a comprehensive social strategy for Facebook and LinkedIn, including the creation of Q&A campaigns, fast responses to customer enquiries and feedback, a regular posting schedule and more. Since taking over their socials, HKC has seen an increase in engagement within the UK community, leading to greater brand presence in their target location.
We are continuing with their social media campaigns, consistently looking to improve and working with them to develop new goals moving forward.
Summary
Our close relationship with HKC has ensured we adapt quickly to their changing market and new product launches. The success of our engagement strategy has helped HKC establish themselves as a competitor in the UK security market, and we are extending the campaigns across multiple channels to help them build on this and gain further market share.
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