The AD Materials Group is a group of business units of Avery Dennison, a global leader in materials science and manufacturing. AD’s top-of-class expertise and global scale enables them to deliver sustainable and intelligent solutions to customers around the world. The innovative multinational specialises in the development and production of high-quality pressure sensitive adhesives and tapes. Uses are vast, spanning segments like automotive, appliance, electronics, building and construction, general industrial and personal care.
Now AD’s portfolio expands to meet the complex needs of the fast-paced world of impact tech. Ventures like AD Medical take their tapes and adhesives to the next level – wearable (health-) tech. And with a long history in the automotive industry, naturally they’re rising to the challenge of the electric vehicle industry’s unique demands. As AV launches durable, safe, and sustainable EV vehicle solutions, Nymark is here to steer this ride, too. Read on to see how our strategy helps drive each of these endeavours in the right direction.
AD asked Nymark to guide the digital transformation in the commercial organisation, with the following objectives: better alignment between departments and commercial processes, and Digital Lead Generation. On the latter, you will hardly find a more conservative or traditional industry than the one in which AD finds itself.
Nevertheless, buying behaviour is changing at a rapid pace and important touchpoints in the customer journey (orientation, inspiration, in-depth research) have shifted to online. AD therefore decided in 2020 to show its most innovative side in this respect.
Not only was a change in working methods and internal coordination envisaged, ultimately to be able to better serve the customer, there was a concrete need to build on smart lead generation with a high degree of automation. Without having to compromise on the personal and customer-oriented culture.
These objectives are the essence of Nymark’s work. Helping these types of clients (Large Industrial Tech Innovators behind positive impact technologies) to improve all kinds of commercial processes was the guiding principle for the development of our 5 Stage approach.
The width (communication, marketing, sales, customer experience), and especially sequencing (strategy > tactics > execution) in which we operate, put us in a position to add sufficient value. Tailored specifically to suit technology companies, we see just how powerful this approach is for our clients.
Nymark placed a strategic consultant and project manager and, following an in-depth analysis of the inner and outer world at AD (Stage 1), worked closely with the client towards a strategic foundation. This included an organisational blueprint and design of the new digital infrastructure (Stage 2). In sessions with Avery Dennison’s DICE team, we developed a detailed customer journey and robust buyer persona profiles, and formulated two tactical starting points for lead generation.
Next, we took the steps to realise the new digital infrastructure, including a new website, CRM optimisation, marketing automation platform implementation, and integration of all environments (Stage 3).
In the fall of 2021 it was time for the first lead generation campaign (Stage 4). With this, we immediately generated sufficient leads – evidence for the further expansion of the activities in 2022. At the same time, we continued to guide the digital transformation in the organisation and additional objectives were set. These include more alignment with other regions (North America & Asia Pacific) and the coordination of internal developments regarding the digital roadmap, such as a smart and user-friendly product selector.
From our client’s perspective, there were a multitude of options in the search for the right agency. From the largest consulting firms to specialist agencies (with the need to drive the project internally). In the end, Nymark was preferred because we are “large enough to guide all facets of digital transformation and support in execution in every area. But also agile enough to adapt to internal dynamics and accelerate (or slow down) when needed,”our partner, Marketing Director Rupert Kichler, emphasised.
During the annual review, Kichler reiterated they “made a very good decision” at the time, and we’ve since moved forward with more collaborations.
We created a foundation that will benefit AD for years to come. Aligning all commercial processes for a state-of-the-art, cohesive commercial engine, and continuing to iterate using customer behaviour.
Our collaboration has evolved. Today we support AD in exciting new areas, including our launch of a content platform surrounding Electrification and Energy Storage trends. With this project, Electrified with Avery Dennison, we'll publish industry foresights on segments like Electric Vehicles and Consumer Electronics.
Sophisticated reporting on this fast-paced industry will naturally attract new audiences and solidify AD’s status as a thought leader in this area. Ultimately bridging the gap to AD's product portfolio for EV Batteries and other Energy Storage solutions.
After successful cooperation in other departments, next up we’re working with AD Medical, a business unit delivering tapes and adhesives in the medical space for, among others, applications in the ‘wearables’ segment.
Wearables are smart skin-attached devices that can, for example, measure blood pressure or glucose levels. While AD is just a part of the complete med-tech supply chain, they play an essential role in enabling this innovative tech. Watch this space.
