Marketing Strategy

Austin Marketing has worked alongside Bandweaver since 2015, when it initially undertook the development of a global marketing plan as the company was looking to develop the brand outside of Asia. Together, we developed a positioning strategy and defined the brand, key messages and how to visually present the business.

Branding and Identity

The Bandweaver brand manual was created to outline the thinking behind the Bandweaver brand - its vision, principles and application. The guidelines help the business to create materials true to their vision, strengthening its brand.
The guide is intended to be simple and flexible but to provide clear and unambiguous rules about how the brand should appear and behave. To deliver powerful brand messages that leave a positive and lasting impression, consistency across all communications is key.

Marketing Collateral

When creating Bandweaver’s marketing collateral it was important to ensure Bandweaver resonates and engages with its target customers. Austin Marketing developed a comprehensive suite of marketing materials, including a new international website, brochures, case studies, application notes and company presentation templates.

Website Design and Build

We created a new international site for Bandweaver, to act as a resource for clients looking for fiber optic sensing and data monitoring solutions. The website needed to reflect and build upon the brand position as a trusted partner within the fiber sensing marketplace, delivering a reliable and flexible, client-centric service.

The website provides visitors with validation that Bandweaver has the necessary expertise to support them. The website was designed and content was developed to engage the visitor and encourage interaction between Bandweaver and prospective clients, ultimately generating business.

Search Engine Marketing

The difference between the size of the market in the real world and online can sometimes be significant. This was the case with Bandweaver, where a widescale global business can translate into a very niche online market, represented by long-standing stably ranking competition, with a limited number of specific and technical search phrases. After thorough keyword analysis and a review of the competition, our strategy focused on carefully structured content, to cover both the main and related topics, which allowed us to gain first page positions for a significant number of keywords within the new website’s first year.

Austin Marketing undertakes monthly optimisation of the website, which includes on-page and off-page activities such as keyword research and trend monitoring, technical SEO (tags, meta titles, etc), backlinks and generation of new pages and fresh content. As a result, Bandweaver saw double-digit growth in visits month-on-month, and a significant increase in enquiries worldwide. The PPC Google AdWords campaign has enhanced the site’s performance and enabled Bandweaver to capture attention even when competing against larger, more established brands.