Communications, Branding, and Digital Marketing for Meindl UK
Founded in 1992, Bramwell International is a local, family-run business and the official UK & Ireland distributor of Meindl boots, a renowned German brand with a global presence. This case study covers communications, branding, and digital marketing, and highlights our collaborative efforts with Meindl’s German head office and their UK stockists.
The Challenge:
Our challenge was to raise awareness of the Meindl brand in the UK, enhance stockist relationships, and deliver consumer promotions. We first worked through a comprehensive marketing audit, dissecting the existing channels and audiences.
Strategy and Implementation:
We streamlined our channel selection, focusing on those that would yield the most impact. We recognised the importance of including the user’s voice and incorporated customer feedback into our decision-making processes.
We spread our efforts across the web, social media, affiliate marketing, in-store promotions, advertising campaigns, advertorials, and digital marketing (e-news, Google ads, Google Shopping etc).
Two new websites:
We collaborated with a local website agency to develop two new websites at the same time – Bramwell International’s website, complete with e-commerce functionality, and Meindl’s UK presence, which is a catalogue-only site that refers potential customers to the network of retail stockists for fittings or purchases.
Results:
The social media numbers have increased significantly and all track positively, posts from our brand ambassadors generate a reach of over 1m, there’s good traffic through both of the websites, a regular schedule of work around advertising and gear testing, a strong brand presence in the retail stores of key partners, collaborative marketing with high street stockists, and a new aim to double eCommerce sales.
