Blackwoods

Boosting Brand Health for a Leading Industrial Supplier

The Brief

Uncover Insights and Opportunities for Continuous Brand Health Improvement and Impact

Blackwoods is one of the foremost suppliers of industrial and safety products in Australia, with a strong and continuous focus on developing and improving the brand’s customer experience, both physically and online.

We have worked with Blackwoods across multiple research projects to enable the marketing team to measure and fine-tune campaign activity and brand initiatives in terms of their impacts on brand health.

The research objectives centred around ensuring ongoing accountability and continual improvement of marketing and brand activity through regular evaluation.

This research is up to its 7th iteration, with some projects focused on specific campaign.

Services Provided

Brand Research & Consumer Insights

APPROACH

Quantitive Research

  • External tracking to monitor the brand health and impact of marketing activities
  • Client list tracking to compare current customer base against the overall market performance
  • Additional ad hoc research projects

Qualitative Research

  • In depth interviews with existing customers to uncover brand performance amongst larger businesses
  • In depth interviews with potential customers to uncover external market perceptions of the brand in more detail
  • Additional ad hoc research projects

Outcome

  • 17%

    increase in website performance measures since 2016

  • 14%

    increase in perceptions of brand expertise since 2016

  • 6%

    increase in company reputation since 2016

  • 52%

    overall prompted campaign recognition

  • 31%

    awareness of Blackwoods
    Indigenous Initiatives

This work was originally produced by BrandMatters, which was acquired by Fuller in 2023.