Marketing is an investment that has to pay off: the Caparol case study
In marketing we often hear that "half of the advertising budget is wasted, but nobody knows which half". The saying captures a challenge every company faces: how do you invest in marketing effectively so that it brings real business results?
Agnieszka Kręciszewska, CFO of Caparol Polska, understands perfectly well that marketing is an investment, not a cost.
Watch the conversation (in Polish).
Full episode of the SUURowo o marketingu podcast.
Education at the heart of Caparol's marketing strategy
Building awareness of a premium brand requires not only great products, but also advanced knowledge among the people who work with them every day. The centre of the company's educational activities is its training centre in Kleszczów, visited by hundreds of participants every year.
The Sales Master competition: a way to motivate and engage
One of Caparol's interesting projects is the "Sales Master" competition, which for a decade has been mobilising the salespeople employed by the brand's distributors.
The printed catalogue: more than information
Caparol shows that in the premium segment, traditional materials can still be irreplaceable. The annual price catalogue, printed on high-quality paper, is an example of a tool that serves both an informational and an image-building purpose.
Summary
Caparol's marketing strategy is an example of a perfect combination of tradition and modernity, education and promotion, finance and creativity.
Takeaways for marketers:
Want marketing that works for your business?
We design and deliver B2B marketing - from strategy, content and social media to personal branding and marketing outsourcing.