Bata Industrials
2019
Advertising, Design
Bata Industrials was founded in the 1970s in response to a specific demand from the market for footwear for professionals. Since then, Bata Industrials has evolved to become a designer, producer and marketer of safety footwear and socks, exclusively targeting the professional end user markets.
Today, Bata Industrials is one of the world’s largest manufacturers of this type of footwear, and the only one that is truly a global player. In Europe, the company is widely acclaimed for collections such as the BS2000 and The Natural. With offices in the Netherlands, Chile, Mexico, South Africa, Kenya, India, China, Singapore, Australia and New Zealand, Bata Industrials serves customer markets on virtually every continent.
Bata South Africa partnered with Maverick Mind in its drive to support retailers who stock the Bata Industrials Safety Boots. Bata Industrials problem was that major retail stockists like Builders Warehouse stock Bata Industrials Boots as well as other competitor’s safety boots, for example Johnsons Workwear. This affected the Bata Industrials Safety Boot sales because of Builder’s Warehouse status a major retailer of Bata Industrials Boots. Bata Industrials had to gain maximum visibility and awareness at Builder’s warehouse stores and ecommerce platform to drive sales in a competitive environment.
Bata required a communications solutions that would drive sales online and instore while keeping the Bata Industrials brand top of mind of consumers who need safety wear.
Maverick Mind proposed a Business to Business and Business to Consumer digital communications approach for Bata Industrial. For the Business to Consumer communications, Maverick Mind proposed a retail support campaign for Bata Industrials.
The objective of the campaign was to drive traffic to Bata Industrials safety shoes that are for sale on the Builder’s Warehouse ecommerce website. Each of the safety shoes on the Builders Warehouse had a landing page with sizes available and description of safety features of the shoes or boots.
The work involved for the online advertising campaign was designing the ad creative, placement of ads on contextually relevant websites and keyword research for the search campaign. Maverick Mind planned and executed a display and search digital advertising campaign designed to drive traffic and clicks to the products.
Email Campaign Management
The campaign for the Business to Business target audience revolved around planning and executing an email communications campaign. The campaign targeted retailers who are resellers of Bata Industrials products. The email database was segmented based on cities and regions and the frequency of the email was bimonthly.
Reporting
The reporting period for the ad campaign was 5 months, July – November 2019. in that time the adverts achieved 410, 401 impression during the reporting period and the ads were clicked 6,635 times. That is, 6,635 people during the reporting period landed on the Bata stock on the Builders Warehouse ecommerce website during this period.
The top performing ad was the Atlantic Safety Boot ad. It received 347, 303 impressions and 3,285 clicks
Top Performers
During this period the top performing search ad received 25,813 impressions and 1,201 clicks. The top performing landing page was the Atlantic Boot page on Builders Warehouse ecommerce website.
Personalised email communications were sent to the Bata Industrials reseller database during the reporting period.
These personalised emails were sent to a segmented database. The average open rates for the regions were as follows:
- Gauteng – 25.93%
- KwaZulu Natal – 21-24%
- Western Cape – 10.49%
- Mpumalanga – 19.20%
- Free State – 11.54%
- North West – 21.74%
- Eastern Cape – 13.79%
- Limpopo – 8.33%
