Brand awareness and target group research:
Boels Rental

Boels Rental is one of Europe's most renowned rental companies when it comes to renting out machines, tools, units, and equipment for catering and events. Boels rents out almost everything. The company now has 400 branches in 11 countries, but also rents out its equipment from more than 2,500 hardware stores in 17 countries across Europe.

In 2017, Boels Rental acquired industry peer Supply UK, which had a total of 25 branches in the United Kingdom.

Absolute zero measurement

Boels Rental was not previously active in the United Kingdom. This study can therefore be considered an absolute baseline measurement. With regard to the KPIs, this measurement serves as a frame of reference for future research. Results from follow-up studies can easily be compared to this starting point.

The most important KPIs that this study was intended to provide insight into were:

• Brand awareness
• Consideration
• Familiarity with content
• Image

“Markteffect's research provides us with the first crucial insights into a new market for us. It reveals the challenges we face today and the significant marketing steps we still need to take.”
Ivo Mertens, Segment Marketing Manager within Boels Rental

Insights from the research

The baseline measurement provided Boels Rental with insight into the orientation process that business decision-makers in the United Kingdom go through. This enables the marketing and communications managers at Boels Rental to use the right channels to reach the target group. In addition, the research provided clear insight into the market position of Boels and Supply UK.