Birmingham-based Ramfoam is a leading manufacturer and supplier of closed-cell foam products. In the early weeks of the pandemic, they quickly mobilised to manufacture PPE in the form of a protective facial visor and foam headpiece.
As businesses reopened in Spring 2020, Ramfoam repositioned their product for a B2B market and enlisted VBX to help them break into new sectors. This involved the development of a product-led brand, website and marketing campaign.
Time was a critical challenge, as Ramfoam had a relatively short window to get their product onto the market. We quickly identified and researched the sectors that would most need PPE as they returned to work or continued to manage the risk, including hospitality, education and social care.
We then researched and tested the marketing tactics that would be most effective in these sectors, and compiled our findings in a project plan that included a mixture of creative, digital marketing, PR and advertising.
With the project plan approved, we tested and launched their new brand and website, Ramfoam Care+, within weeks, complemented by extensive product photography in each target sector.
We created an online selling platform where customers could easily order the product, and rolled out a highly targeted, sector-led marketing drive to reach new prospects through media advertising, PR, content, PPC and Google Adwords.
Ramfoam’s new brand was successfully launched in July 2021. Initial PR activities resulted in a segment on the BBC’s News at 6, while the website drew significant traffic. Our digital campaigns saw Ramfoam secure an above-industry average sales conversion rate of 3%.
