BRIDGING GENERATIONS TO ENTER INTO A NEW STAGE FOR THE BRAND
ABOUT CONDOR GROUP
Condor Group is a company specialized in the production and commercialization or products and services for creating, saving and transforming energy. Rooted in New Zealand, this company, led and managed for 40 years by 4 generations of men and women from the industry and production sectors, holds four business units: Generator sets, Compressed air, Tires and Power tools. With a deep and advanced knowledge in areas such as Energy and Environment, Condor Group has managed to grow and expand at national and international level through the relationship with top of the line partners, sector-leading clients, and essentially, a team of qualified professionals that stand out in commitment and values. Based on the use of global and innovative technologies, a continuous improvement, relentless effort to achieve technical excellence, and an exceptional service, the members of Condor Group have become providers of world-quality solutions.
In 2016, Condor Group’s managing team was facing the need to digitize part of the operation to stay current as players in an industry that is always looking to the future. Traditional Marketing solutions proved insufficient in the face of this issue; and with the lack of an in-house team to lead the transformation, the step towards Digital Marketing seemed difficult to take. Innovative DNA and a sense of continuous update showed the answer was to dive into the digital ecosystem, getting to know its pieces, understanding its logic and implementing a short-term impact solution, but with growth projection and future scalability.
Proteína’s team collaborated with Condor Group’s team for 18 months, in three stages:
The first step consisted in training senior members of the company and the Marketing team. The objective was to facilitate the knowledge and tools necessary for a better professional management of the organization’s digital space to give it a strategic use. During an intensive training day, Sebastián Paschmann, founder-partner at Proteína, worked with them on the issues of organization management in the digital era, to later rethink Marketing, communication and management practices in a new paradigm. Training was divided into two big lines of work: The digital reality as a new paradigm, and Digital Marketing within this context. Starting with an introduction to digital reality, exploration began on new communication protocols, usage and consumption trends, and behaviors associated to the digital consumer. Finally, a review on the pillars of Digital Marketing, the outlook of digital spaces, management tools and action measurement, and the methodologies for digital planning.
Once the challenges and needs were understood, a diagnostic was required to assess Condor Group’s capabilities and structure, in order to face a process of Digital Marketing planning and execution. During the assessment stage, Proteína’s team revealed roles, profiles and tasks of Condor Group’s collaborators, current and future objectives, and finally developed a document with recommendations to redesign the team’s structure, and allocate the resources needed to reach the set expectations. This diagnostic foundation prompted the build-up and implementation of a Digital Marketing tactical plan. To begin, two Proteína’s consultants organized and co-directed two planning sessions to redefine objectives and outline key tasks, future initiatives and priorities, stipulating a unified execution program among all the teams involved.
The last moment of this process corresponded to the supported realization of the designed plan. Periodic meetings and remote follow-up served to provide technical and tactical coaching on Marketing management, for the management and operational teams. This stage covered a weekly review of activities, obstacles and derived problematics identification, discussion of possible paths and definition of concrete actions. Additionally, monthly strategic coaching sessions took place to review general guidelines, findings, achievements and lessons learned by the organization. For 8 months, Proteína and Condor Group’s teams worked in tandem, performing a knowledge transference, with up-close, personal training, according to the needs of each role.
Thanks to the collaboration with Proteína, Condor Group managed to plan out its leap into the digital in a strategic fashion, consolidating a team adequate for the new business needs, going from a reactive dynamic to a proactive and accountable one. Among the tangible results of this process, there are the redesign of the brand, with its value proposition and positioning, the development of new commercial materials, with a new website as the core proposition, new press and content distribution initiatives, the launch of digital campaigns for each product, leads management, the launch of client relationship programs, and the implementation of new business practices. Additionally, the commercial team implemented a new CRM, and established commercial processes generating demand.
METHODOLOGIES AND TOOLS USED
• In company training
• Planning sessions
• Strategic support sessions
• Qualitative interviews
• Discussion sessions
• Technical-tactical coaching
• Technical-strategic coaching
KEYS TO SUCCESS
1) Scenario reconnaissance: First knowing the theoretical and strategic reach of Digital Marketing management allowed Condor Group to make informed decisions, better aligned with its business general strategy. That extra time we take to understand new scenarios lets us have a better hold when in the face of challenges.
2)Climbing one step at a time: The solutions for Condor Group kept the mentality of covering and developing as much as necessary, but always in relation to the available resources. With a close-up and present advisory, as improvements permitted the growth of the team, an internal team was developed, capable of providing solutions in the long term, with no need for support.
3) Thinking in the long term: The capability of Condor Group’s management team to look towards the future in a consistent manner allowed thinking solutions in the long term. Seeing how trends move, beyond that which is imminent, allows thinking solutions that transcend the here and now, and create a greater impact in the future.