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The Linde Group
Engineering giant The Linde Group is a world leading supplier of industrial, process and speciality gases.
The company approached us for help in putting together an integrated communications strategy to manage a forthcoming key change which would affect their business: the EN 1090 legislation.
What is EN 1090?
EN 1090 was a new industry regulation, introduced July 2014 by the European Committee for Standardisation. It would affect all of Linde Groups’ customers who process and supply structural steel components into Europe, such as bridges, office buildings, airport terminals, football stadia or even handrails. Its introduction was going to have a significant impact on how these customers operate and the processes that they use.
Who was to be affected?
The change was to affect customers of all sizes and while the larger organisations were, on the whole, well prepared for EN 1090, the smaller players did not necessarily have the understanding or resources to proactively address the change. The Linde Group therefore sought to be a leading voice with regard to EN 1090, helping to educate and inform the market and assist them in preparation for the changes ahead. By becoming a thought leader, there was also an opportunity for The Linde Group to position its products and services favourably to the steel processing industry and to thereby facilitate upselling and cross-selling.
55 Connect was appointed to create and implement a global marketing
communications strategy, based around positioning The Linde Group as a thought leader in the market place and targeting the right audiences. We began with extensive research using online, offline and telemarketing skills and devised a plan which would target both new and prospective customers. Some of the tactical implementation included postcard designs, brochure design and advertising, alongside change communications consultancy.
The Linde Group successfully positioned itself as an expert in EN 1090 and became the ‘go-to’ resource amongst its customer base, particularly those smaller customers who needed support in becoming fully compliant. By using a range of visual tools, written in clear and jargon-free language, those customers trusted in The Linde Group’s expertise. By using an integrated marketing agency, The Linde Group was able to approach the project holistically and employ a range of tactical solutions in one place, which created efficiency for their business.