Adduce Marketing Case Study
RapidHost is an IT services provider based in Marlow focused on delivering high availability hosting solutions to a wide range of business customers. The company employs ten staff and has built up a customer list of more than 600 since being formed in 1999.
The UK market for hosting services is fiercely competitive and dominated by large companies that use economies of scale to drive down costs. Despite this, RapidHost has continued growing year-on-year and generating good profits but it was felt that growth could be accelerated by focusing more on marketing.
“We are very much a technical company,” said Iain Robertson, Managing Director. “We had tried doing more planned marketing in the past but always seemed to lose focus after a while and drift back to our technical world. What we needed was someone who understood our business and would drive change through the company.”
Adduce Marketing was contracted on a rolling monthly basis to do just that.
“Neil Brooks has just the right mix of business knowledge and marketing skills for our situation,” continued Iain. “He set to work immediately and quickly worked out a marketing strategy that gave us a firm and distinctive direction whilst remaining within the ability of a company of our size to deliver.”
The marketing strategy is now being delivered at the detailed level by Neil working in close cooperation with the RapidHost team.
“We are making changes to our sales targeting as well as our price-point in the market,” added Iain. “Neil has done the background work to give me confidence that this is the right way forward for RapidHost. He is also driving me to stay focused on this part of the business and to deliver my action points. It is a great help.”
Another area of change has been the company’s website. Prior to Neil’s engagement the company’s web presence was a ‘static’ site that was geared to just providing service and company information. Now the site has been redesigned to be more active in the way that it’s used to communicate with customers as well as allowing new customers to choose and buy hosting services directly ‘from the page’.
“We’ve seen a really big change in the amount of planned communication that we’re having with our customers,” concluded Iain. “And that is being rewarded with higher levels of interest in our services which is turning into increased revenues. Without Neil’s insight and diligence we just wouldn’t be in this position today. I’m very pleased with the service that Neil gives and would recommend him to other small businesses without hesitation.”