How we helped Steel Blue step up their customer engagement.
In today’s business world, success comes to whoever understands the customer best.
Steel Blue is Australia’s largest manufacturer of safety footwear, with distribution to retailers across Australia, New Zealand, South Africa and Europe. The company’s marketing activity had traditionally been driven by television and high-cost media, which worked effectively to establish a brand positioning around comfort. But they were ready to engage with customers at a more detailed, one-on-one level.
Steel Blue approached Equilibrium to develop a holistic digital strategy to build the customer database, create brand advocates, and grow a social media community. Steel Blue also wanted us to develop digital campaigns to seamlessly integrate with the advertising campaigns, so the conversations could continue online.
Inbound traffic to the website directed the customers to their closest Steel Blue retailer.