Part of the Acteon Group, Mirage is the global performance leader in portable machine tools which are used to maximise uptime and improve productivity of on-site infrastructure across a wide range of industries including power generation, oil & gas, ship building & repair, nuclear, water & gas utilities, petrochemical, wind power, aerospace and steel mills.
Mirage approached us with a brief to develop a clear brand framework for the business that would identify the key benefits of their products and services to improve their sales and marketing messages to clients and prospects. Having defined these messages, we saw an opportunity for Mirage to begin using their online presence as a tool for lead generation and as such, we developed an inbound marketing campaign across their digital channels to help nurture leads and drive sales.
The brand development process involved working closely with the management team to identify differentiators, including proprietary technology, superior products and industry expertise, and inform the development of a clear proposition, positioning statements and key messages for use across all sales and marketing activities. This included a new strapline ‘Portable Performance’ which squarely positions Mirage as the leading brand in portable machine tools.
Working from a clear brief that was founded on the brand framework, we developed a new brand identity and design style which also needed to align with the Acteon Group’s Brand Guidelines, Mirage’s parent company. The new identity and style was then applied across a range of marketing materials including a brochure and product data sheets.
Inbound Marketing Campaign
We are currently working with Mirage on a strategic inbound marketing campaign designed to increase organic search traffic and improve on-page conversions. We started the campaign by developing buyer personas to understand the needs of their customers and then optimised the landing pages to address these needs.
The results after 12 weeks speak for themselves. The website has seen a 33% increase in weekly organic search traffic, with referral traffic increasing by 25%. Page views have increased by 49% and leads generated through the website have increased by 200%.
Increase in enquiries
• 20% increase in enquiries in year one
• 45% increase in enquiries in year two
Increase in sales
• 84% increase in sales in year one
• 80% increase in sales in year two
What the client says...
"A fantastic team of professionals who have worked tirelessly to deliver on our brief. Skilled designers and experienced branding specialists have brought together our project with flair and integrity. An agency that really cares about what they deliver."