Katepal Oy is the leading manufacturer of bituminous roofing materials and bitumen products in Finland. The main product groups include SBS rubber bitumen-based roll goods, roof tiles, coating products, and packed bitumen. The production plant of the family business established in 1949 is located in Lempäälä.
The long-term partnership between Mediasignal and Katepal has covered various communication concepts, ranging from digital media solutions all the way through to campaign aids and printed materials.
Website renewal improved the visibility of comprehensive product range
The objective of the website’s renewal was to adapt the electronic service channel better to the customers’ needs and to promote sales. The renewal started out with a workshop arranged jointly with the customer and dedicated to identification of the most important starting points and objectives for the work.
In connection with the site renewal, we re-conceptualised the entire approach to product range representation, since both the customers and Katepal’s solution sales had been yearning for more clarity, systematic nature, and attractiveness.
The manageability of products was solved by a localized product database solution, which provides numerous possibilities for product data presentation, including for foreign resellers.
The website’s concept, user interface, and visuals were completely renewed. The TYPO3 content management system serves as the technical website basis.
Materials are brought together in a centralised Manner by a DAM solution
All Katepal’s image materials are now accessible from a single location. With the help of ImageBank Independent DAM, co-operation with advertising agencies and sharing materials with the dealer network is easy and the materials are available for all parties involved on 24/7 basis.
The existing image resources have also been utilised on the website with the help of image bank integration. Images are automatically retrieved to the Katepal website from the image bank, which means that images need to be updated at a single location only.
Communications materials for the consumer market
The new way of product presentation created for the website also spawned the idea of renewing the Katepal roof products brochure. The starting point for the brochure aimed at consumers was harmonisation of the content to ensure its compliance with the website’s way of presentation. Our communications team implemented the 20-page product brochure in full, taking care of the planning work, layout and text content.
In spring 2016, Katepal undertook an extensive exhibition tour, which was supported by an exhibition tour campaign planned and implemented by us. Several targeted social media campaigns supplemented the campaign materials. The tour campaign performed as expected, and the number of Katepal website visitors increased as well. In spring 2016, the number of tender requests for the season increased nicely.
Katepal’s own salespersons have been very pleased, since the roof product brochure has proved a worthy tool.
Constant development keeps electronic solutions up to date
In co-operation with Katepal, we continuously develop the existing electronic solutions. We utilise analytics, various research tools, and target group expectations in the development work.
We are also engaged in some new electronic business development projects, of which you will certainly hear about in the near future.
“Customer feedback regarding our website has been good indeed. Co-operation with Mediasignal has been fluent; our multiple questions have been answered quickly and the orders are carried out with commendable pace.”
– Lasse Rajala, Katepal Oy
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