Our successful targeted regional campaign

Targeting Niche Markets in SADC

NASA Engineering (Pty) Ltd is a prime manufacturer and global supplier of quality rock drills and rock drill components. The niche markets targeted are South Africa, SADC, Central Africa, North and South America.

NASA Engineering SA Brief

Our strategic focus was two-fold, first, present NASA Engineering SA’s proven superior quality as better value for money. We had to change the mindset of a niche market that leans towards buying cheap alternatives. Second, we had to reduce the reliance on a small handful of customers that accounted for the bulk of the sales revenue.

After the strategy was laid out, we built the missing brand items for the marketing and sales teams including professional brochures, wallcharts, website content, videos, professional product photos and more.

The Strategy Summary

After the rebranding, we launched a very targeted global campaign. For the SADC region (Southern Africa) the digital advertising team ran campaigns alongside the sales teams that visited the region. Prospects met the sales teams on the ground and the digital teams “in the air”.

The Results Summary

The combined efforts of our teams have seen them successfully reduce their reliance on a small handful of historical clients who accounted for over 50% of their turnover to less than 10%. There has been a marked increase in turnover for the top end products in the range and an overall increase in revenue. This was all done over three years of concerted effort. They have successfully increased their global market share in the hand-held rock drilling sector.