The marketing department is responsible for managing, promoting and protecting the reputation of the Liniar brand. Our in-house team ensures the marketing strategy supports the business’ strategic objectives through the planning and delivery of campaigns across a wide range of channels. Consistent messages engage with customers and consumers alike, raising Liniar product awareness whilst generating leads for Liniar customers. The marketing function covers each of Liniar’s different product ranges, from windows and doors to decking or piling, each of which have different markets and therefore audiences – as well as marketing for Liniar’s sister company, Avantek Machinery.
You’ll probably find us in the process of writing content for a new brochure or updating an existing one. Once the content is written, our designers can work their magic to turn it into the attractive literature our customers have come to expect. If we’re not working on brochures it’ll no doubt be a new flyer, leaflet, fact sheet, poster, advertisement, customer newsletter or a product update – all of which are produced in-house at Liniar.
A big part of what we do involves raising the profile (no pun intended) of the Liniar brand and its innovative product range. We do this by advertising in a variety of trade publications, writing thought leadership articles and issuing press releases about our latest news. We also help our customers by writing case studies, or stories, to highlight interesting or out of the ordinary projects where Liniar products have been used, working closely with the sales team to identify suitable customers. Regular email campaigns keep customers in touch with the latest product updates and developments, together with quarterly newsletters – all of which are designed and managed in-house. Internally, we make sure the workforce is kept informed of the latest company news through newsletters and updates.
If it needs to be designed, then we’ll design it. From building signs, flags, banners, door mats, sample boxes, calendars, packaging, certificates, wall charts and newsletters, to much bigger projects such as wall art, livery for our transport fleet or templates for this website, no design job is too big or small. Images are critical for a good design, so we work with a range of photographers to get the right shots for each job and also to provide our customers with fresh product images.
Video is a critical part of Liniar’s marketing strategy, enabling customers and end users to see the products close up. Video is perfect for installation and instruction guides, and to demonstrate how Liniar products work, so we have created a vast library of videos (you can subscribe to our YouTube channel to be notified each time we upload something new). The filming and editing is split between using third party experts and in-house resources, depending on the video, and all videos are scripted by the team, giving us full control.
It’s important to Liniar to have a good online presence, so you’ll find us regularly updating our websites, keeping them fresh with the latest news and ensuring the media centre is refreshed to meet the needs of our customers. We also manage Liniar’s presence on a variety of social media platforms, creating relevant content that our customers can also use to promote their businesses. Digital channels are critically important in helping us spread the word about Liniar, and we regularly focus on Search Engine Optimisation across all our websites so visitors can easily find us.
It’s important to measure what we do, to make sure it’s working. The marketing team continually explores new ideas and tests new channels, with the aim of doing more of the things that are most successful – so we aim to embed measurement tools in all of Liniar’s marketing activity and analyse the performance of each campaign, email and advertisement.
For each exhibition Liniar attends, including internal and customer events, the marketing team plans and executes all the details, from the stand design and content to booking travel and accommodation for staff, so we have to be able to project manage well. An important part of exhibitions is the follow up process, so we ensure our communications are set up in advance and we can contact everyone we’ve met at a show in a swift response time. Internally, we host a number of events for the local Chamber of Commerce in our vast showroom, and prepare presentations and literature where required.
The Liniar Design and Development team works fast on new products, meaning there’s always something new to launch – so we’re often found liaising with them to find out all the details and plan the best way to introduce new Liniar products to the market. We produce the necessary web content, literature and launch materials, making sure the technical details are accurate and the messages are consistent across all channels, and update our online media centre together with publications such as the Liniar Sales Guide and Specification Guide so customers have access to the latest information.
No two days are ever the same!
Get in touch with the marketing team at marketing@liniar.co.uk
