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Insight into important brand KPIs for Veilig Thuis (Safe Home)
Michael Petit
Client Consultant
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.
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Objective Gaining insight into the most important KPIs and mapping out the orientation process of British potential customers |
Method Online survey of British business respondents who are (or may be) involved in renting machinery, tools, and materials |
Effect Gaining insights into a new market for Boels Rental |
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 showed us the first important insights into a market that is new to us. It shows us the challenges we face today and the important steps we still need to take in the field of marketing.”
Ivo Mertens, Segment Marketing Manager at Boels Rental
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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.
See also
To give you a good idea of how market research works in practice and what it can deliver for you, we have put together a few interesting case studies. You may recognize some of the issues, for example, because you have encountered them within your own organization.
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