Who
Granular Products
Where
Queensland & New South Wales
What
Based in Rockhampton, QLD, Granular Products is a leading manufacturer of granular herbicide solutions designed to improve pasture profitability, including Regain and Flupropanate, through its Elders, CRT, Nutrien and independent reseller network.
Specifications
CoBright was brought on board to manage the marketing for the brand, complete a website overhaul, and implement Zoho CRM to provide a better service and experience for customers.
The Challenge
Since 2002, Granular Products has grown to become a leading provider of granular herbicide solutions. With a new owner at the helm, the website and brand were due for an overhaul. The existing website was outdated, product-centric, and lacked key features that would make it easy for users to find the services they required.
Granular Products wanted to make it easier for customers to find products, locate resellers, and request application quotes directly from their Sales team. They also tasked CoBright with the routine marketing responsibilities of social media, EMS and advertising campaigns.
The challenge was to create an intuitive, user-oriented platform that enhanced accessibility and streamlined customer interactions. This platform would be incorporated into the broader marketing strategy to help Granular Products capitalise on its reputation as a trusted industry leader.
The Solution
CoBright took a strategic approach to redesigning Granular Products' website. Our team ensured that it aligned with the company's new era of growth. Key elements of our website solution included:
- User Experience (UX) Enhancement: We restructured the website to prioritise services while maintaining a clear and easy-to-navigate interface for product discovery. Users could now easily discover the info and products they wanted to access.
- Reseller Finder Integration: A standout feature of the new website is the reseller finder tool. We integrated Google Maps to allow users to search for resellers based on their postcode or town. This made it simple for customers to locate nearby retailers, improving the brand’s accessibility and convenience.
- Streamlined Quote Requests: We implemented a direct quote request feature. This empowered users to inquire about herbicide applications with minimal effort. Simplifying such a useful process allows Granular Products to engage meaningfully with landowners seeking professional support.
On the marketing front, our team has employed several tactics to build rapport with Granular Products' audience and increase the value of the brand to current and potential users:
- Zoho CRM: Implementing this CRM has simplified data access, making it much easier for staff to maintain and find records and customer information.
- UVP Workshop: Working with the Granular Products team to develop their unique value proposition, which unites the team and helps strengthen the brand’s market position.
- Monthly eNewsletters: Fostering loyalty and brand awareness for engaged customers with regular updates.
- Marketing & Comms Strategy: Crafted targeted plans aligning with business goals, focusing on the future of the company and maintaining client relationships.
- Reporting and Analytics: Offering insights into marketing performance, with these objective results driving our decision-making.
These initiatives have collectively strengthened Granular Products' marketing presence, leading to improved customer engagement and business growth.
The Outcome
Granular Products now owns a website that has elevated the company’s digital presence. In addition to this, our managed marketing strategy has given their audience better access to and understanding of the business’s capabilities and high-quality service. Major outcomes include:
- Improved Usability: Customers can now effortlessly find products, locate resellers, and request quotes, reducing friction in the user journey.
- Increased Engagement: Consistent messaging and a reliable platform encourage more customer interactions, leading to a higher volume of reseller searches and quote requests.
- Enhanced Brand Positioning: With a sleek, informative, and user-friendly design, Granular Products has reinforced its reputation as a leader in the herbicide sector.
By prioritising customer needs and leveraging smart integrations, CoBright has enabled Granular Products to create a digital experience that truly supports their mission. They can now focus more time and energy on different aspects of the business, knowing that their marketing is in steady hands with our experienced team of specialists.
Ready to partner with a marketing team that can do it all?
