Hrdlička

Brief

Hrdlička already had experience in marketing. However, identifying the customer journey proved difficult when marketing personas could not be precisely defined. The specific task was to expand the customer base of the MAWIS portal for construction professionals. The target audience included not only traditional B2C customers – the public – but also design offices, construction companies and developers. Reaching them was a challenge, so Hrdlička approached marketing agencies. Our team was invited to the tender and won thanks to our company’s character and our ability to quickly understand the sector: construction companies are not an easy target audience for digital marketing.

Solution

At the start of the partnership, it became clear that digital marketing had enormous potential, even though it was primarily intended to support sales. The right channels still needed to be found. Most business continued to come through sales representatives, so Hrdlička was realising only 10% of its potential. Our team quickly understood the situation, proposed a strategy and divided the work into stages. Through close cooperation with the client, we achieved the objective of exceeding 1,000 customers. This was the turning point at which the application could pay for itself and justify further development. It also made it possible to define KPIs.

Client challenges

Digital marketing offered enormous potential, but the right channels needed to be found
Be willing to try new approaches
Reach target customers despite difficult online targeting
Understand the intended message and communicate it to customers

Product scope

Services provided

Marketing
PPC
Social media
Email marketing
Strategy

Project solution

At the start of the partnership, it became clear that digital marketing had enormous potential, even though it was primarily intended to support sales. Most business continued to come through sales representatives, leaving the company at just 10% of its potential. Our team quickly understood the situation, proposed a strategy and divided the work into stages.

The MAWIS application proved relatively complex, and the customer journey was not straightforward either. The first phase therefore needed to reach new users and professional audiences in construction. We used a traditional digital mix of PPC, social media, conventional media and email marketing.

After a year of intensive collaboration, it became clear that customers normally reached through sales representatives were difficult to target online. This also complicated campaign setup, KPIs and the creation of a marketing plan.