Challenge

Gaina Software is a Belfast-based software provider for the drinks and FMCG wholesale market in the UK and Ireland, providing ERP, bonded warehouse and warehouse management systems. Despite having long and healthy relationships with a number of Ireland’s biggest wholesalers, Gaina did not have a pipeline of leads and was reliant on selling more to its existing customer relationships in order to remain profitable. Gaina had tried some marketing activities via a junior marketing hire, but these had failed and caused frustration and cynicism around whether marketing was actually worth the investment. Hannah Poulton, one of our marketing directors, was brought in to help Gaina grow its pipeline, develop brand awareness amongst its target market outside Ireland and win ‘new logo’ business, rather than continuing to rely on diminishing ‘back to base’ sales.

Solution

Hannah started working with the company to understand their target market and how they can help solve these business’s pain points and challenges. By developing a clear brand positioning for Gaina, she was able to create a marketing strategy that focused on targeting the right businesses with the right messaging through a mix of channels that would actually reach them. She also helped Gaina to engage with the right specialist marketing agencies where needed – giving them clear briefs, holding them accountable and ensuring that Gaina were getting value for money.

Our marketing maturity level as a business has grown massively over the past two years, and that wouldn't have been possible without The Marketing Centre.
I fear if we hadn't invested with The Marketing Centre, we probably would have repeated the same mistakes that we've made in the past.
Kealan Curran, Managing Director