2024. November 27. 11:49
At the second Corporate Talk event of the autumn semester, our guest was Szabolcs Tóth, Regional Marketing Director of Terrán Tetőcserép Kft., who shared the depths and experiences of the company's marketing strategy. The complex decision making processes in the construction industry, addressing different target groups and the role of innovation were all central topics.
🔍Marketing work is based on data-driven decisions!
In addition to the continuous measurement of campaigns, they also measure the needs of consumers and partners as part of their processes. Their research relies mainly on quantitative methods, conducted through online questionnaires. While focus group research is not common, they use qualitative analysis for strategic issues such as new product launches, ensuring diversification and informed decisions.
🏗️ B2B: Understanding a complex system
In construction B2B marketing, the complexity of the decision-making process is a key determinant of communication. Terrán pays attention to all the players in the distribution chain, since in many cases it is not the end consumer but roofers, building material dealers and architects who are the target group.
The hunger and uncertainty of Hungarian consumers for information requires a strong marketing response. Many of them have definite ideas, yet they are looking for confirmation in their decisions to ensure that their investment is safe and that the brand they choose is credible.
🎥 "Each media channel should be used according to its strengths."
One of Terran's most exciting steps was its launch on TikTok. Although this platform seemed alien at first, reaching out to the younger generations and through them capturing the attention of families has become key. TikTok's light, creative content not only appeals to future shoppers, but can also convey value to parents.
đź“Š Data and efficiency: monitoring campaigns
Behind Terrán's campaigns is a sophisticated measurement system. The effectiveness of each tactical campaign is constantly monitored through internal dashboards, such as the effectiveness of communications in driving visitors to landing pages. The data collected is used to fine-tune their strategy, ensuring maximum effectiveness of marketing activities.
🌍 Aiming for carbon neutrality by 2030
For Terrán, investing in the future is not only about marketing, but also about sustainability. The goal is to achieve carbon neutrality by 2030, which is closely linked to the brand's long-term credibility and values.
đź’ˇ The discussion showed that marketing is not only focusing on the challenges of today, but also on the opportunities of tomorrow.