For years, Darling Irrigation approached its marketing activities in a decentralised and ad hoc manner, which resulted in an inconsistent brand presence. Now Darling Irrigation’s Managing Director, Sam Maroulis, puts much of their growth in the past four years down to its targeted marketing strategy, "SCG has introduced some excellent and overdue marketing strategies into our business that have certainly given us a solid platform for growth and increased the professionalism of our service offering to clients", says Sam. This growth even earnt Darling Irrigation a spot on BRW’s Fast 100 list for business growth in 2012.
The marketing strategy adopted by Darling Irrigation was developed by Schuster Consulting Group and the key principles were professionalism, positioning and consistency. The starting point was an upgrade of Darling Irrigation's value propositions in order to deliver succinct and clear messages to the market. Next up was a refresh of Darling Irrigation's brand image and the application of consistent designs and approaches to all advertising and promotional materials. After that, a new website, to bring a more sophisticated and inclusive message to existing and potential clients.
But it’s not enough to just redesign marketing materials these days; SGC continues to assist Darling Irrigation to maintain connections to clients through eNewsletters, media releases, blogs and social media.