Barrett Steel is taking on the world with a strong online presence, repositioning and rebranding the company in a process that promises to extend its global reach and gain competitive advantage world wide. The process has included the development of a new website that challenges the traditional methods of selling steel as a commodity, and the set-up of an online marketing campaign to reach more customers world wide at times to suit them.
Ralph Robinson, Managing Director of Barrett Steel
’s Tubes Division, explains, "“Times change, things move on, and the Barrett business has grown. We’ve been heavily into the construction sector, which has suffered quite severely i n recent times, and there was a need for us to move into other areas.
“We had already identified the oil and gas sectors as a new international marketplace and had a project in place to exploit this. The development of the new website, along with an ongoing digital campaign, gives us far greater access to these international customers than traditional methods.”
The development of the website has involved teams from all divisions of Barrett Steel
, which is the UK’s largest independent steel stockholder and a major supplier of steel internationally. Each workshop critiqued competitor sites and identified what the new Group site should include and achieve. The results of these workshops identified some core attributes that all divisions wanted, along with some specific needs and desires for individual divisions. The process focused personnel on the competitive advantage that can be gained by a well designed website and digital marketing campaign and has resulted in a shift in mentality in recognising the power of effective marketing.
The result is a site that better meets the needs of all the different market segments in which Barrett Steel
In addition to the 24/7 reach of the website and digital marketing campaign, Barrett Steel has strengthened its service to its world wide customer base by commissioning a call centre to operate an out of hours service. Trained staff filter telephone calls and pass urgent ones to selected Barrett Steel
Ralph Robinson continues, “This represents a shift in our approach from the traditional 9 to 5 working day and is vital when dealing globally.”
The new website and online strategy have been developed with digital marketing agency, NetConstruct, who impressed Barrett Steel
with their collaborative approach and understanding of their business.