Stephen Rector, Managing Director, Ribble Packaging
Our relationship with Oldham based packaging manufacturer, Ribble Packaging has gone from strength to strength in a relatively short time. We only started working together in the summer of 2016, and have on numerous projects including a complete rebrand, website rebuild and outbound marketing campaign which generated over £1m in annual recurring revenue. We now work on an ongoing basis with the manufacturer to improve their search engine performance with SEO.
Ribble Packaging have been producing cardboard and packaging in one form or another for over 75 years. In recent years they have started innovative new services but many customers (both existing and potential) still saw them simply as ‘brown box manufacturers’ of which there are many. They had some great services that reduce waste, reduce unnecessary lorry journeys and in turn increase revenue for their customers, but not many people knew this. While making customers aware of these innovative services, it was crucial not to diminish the core traditional packaging side of the business.
Moving into new markets is notoriously difficult. Understanding the needs of new buyers and matching them to the services was a big challenge.
The packaging sector has become cost driven. By rebranding, we enabled Ribble to differentiate and stand out in the market.
Competitors were targeting similar markets with similar services, the outbound marketing campaign we produced helped Ribble do something different, converting prospects into contracts.
With ambitious growth plans, Ribble needed an executable plan to reach their targets. By focusing on key markets we were able to unlock £1m in profitable annual revenue growth.
Working with Ribble has been fantastic.
In less than 5 months, we had rebranded the business, built a new lead generating website and completed a direct marketing campaign. The direct mail campaign resulted in a 40 to 50 percent hit rate and secured Ribble two very large contracts worth in excess of one million pounds per annum – with a lifetime value in the region of £6.5m.
Our relationship continues to flourish, fully managing their web presence alongside ongoing outbound campaigns. The search marketing performance is a particular highlight with 38 high traffic industry specific keywords now in the Top 10 results on Google.