How LOCOMOTIVE Got a European Builder On-Track to Enter the US Market With a 300% Increase in Enquiries
Already known and respected across Ireland and parts of Europe, this building subcontractor had an ambitious goal to bring its well-established reputation and indisputable quality to the US market. As interest in high-spec, European window systems took off among American architects and builders, the client saw an opportunity to grow.
The competitive edge was clear: unmatched quality, European-made window solutions that beat
the sustainability, energy savings, and industry standards of any US brand. But it wasn’t an easy leap. They would need a way to cross an ocean, a culture, and an industry searching for credibility, clarity, and commercial stability.
Client:
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Industry
Construction
Solutions
Paid Media, Strategy,
CRM Optimization
Website
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The Challenge
Awareness was not the issue for this client. Not because they didn’t need it, but because they didn’t have any of it to speak of. They needed a total brand launch in a totally new market — one in which the terminology differed and the trust had to be earned.
Even after completing several large-scale North American projects, brand awareness remained minimal. To stand out in a sea of competitors that already knew the vocabulary, the standards, and the measurement system, our client would need support to bridge these two unique cultures.
Our Approach
We knew this wouldn’t be a one-and-done kind of project. To truly see results, we implemented a three-phased approach for a powerful go-to-market program.
Market Insight & Strategic Positioning
Early on, we engaged in sector-specific research to identify a way into the market, along with potentially viable positioning. To guide our messaging, we developed buyer personas and refined our USPs for the American market, basing it around sustainability, performance, and compliance.
Brand Development & Localization
Our brand new audience needed a brand new website to welcome them to the client’s brand, so we developed a site featuring American terminology, measurements, and standards, and produced a full suite of compatible marketing collateral, including data sheets, 3D product videos, and case studies, leaning into storytelling to create compelling content and proof of performance in the US market.
Account-Based Marketing
In the final phase, we launched a full account-based marketing strategy targeted at our ideal personas, backed with LinkedIn and Google Ads, personalized landing pages, remarketing campaigns, and performance analytics for full-funnel optimization.
The Outcome
There was a time our client felt that successfully entering a major new market felt a world away, but we were able to bridge the gap between the European and US markets and provide an outcome that was measurable, strategic, and commercially significant.
Ready to build a better business?
You don’t have to be entering a foreign market or taking on a whole new country to get the support you need. Find out how LOCOMOTIVE can help you grow, starting right where you are.
