Building A Global Brand
- by Nathan Chapman, Eva-Last VP Product Brand Sales
‘Globalisation’ and ‘customisation’ are two very significant marketing concepts that contribute to our business strategy, adopted to drive expansion, helping Eva-Last become a leading international bamboo composites manufacturer.
Our company manufactures and distributes sustainable composite decking, cladding, railing, architectural beams, and many more innovative technologies, including indoor flooring, to over 30 countries globally and counting.
And in an increasingly complex, multi-channel construction industry which spans wholesalers, retailers and specifiers on one end, to contractors, installers and various commercial and consumer end-users on the other, achieving market penetration and brand recognition in each territory is no mean feat!
Global branding requires the creation of a consistent internationally recognized brand image, and quality. Like Apple. Or MacDonalds. And Eva-Last.
Customisation entails tailormade offerings adapted specifically for each region. By Eva-Last.
But in contrast to the standard “cooker-cutter” approach of seeking new markets for existing products, our company is building a global brand by customising our marketing to the different territories in which we operate. And that extends way beyond just translating marketing collateral, obviously.
Developing Local Solutions For Global Aspirations With Technology
Who could have predicted the accuracy of Marshall McLuhan’s “Global Village” theory back in 1964? He hypothesised the globalisation of world markets – and simultaneous expansion and contraction of the world’s cultures – due to pervasive modern technology and media. Think high-speed internet connectivity, electronics and computers, circa 1950 to early 2000s.
Fast forward sixty years to the Fourth Industrial Revolution, or 4IR which began around mid-2010 and was accelerated by the Covid-19 pandemic, with the rapid, disruptive, digitization of manufacturing, communication and decision-intelligence. Think automation and robotics, machine learning and Artificial Intelligence (AI), cloud computing and data-analytics and advanced engineering such as renewable energy, 4D printing and nanoparticles.
Discerning global citizens’ improved awareness of, and access to, a vast selection of competitive international products and services, makes McLuhan’s forecast of a “Global Village” seem less like Science Fiction and more like good business acumen.
As a progressive company that strives to be at the forefront of technological innovation and excellence, our business uses technology to develop localised solutions to achieve global aspirations.
BUILDING A GLOBAL BRAND THE EVA-LAST WAY
Just as tastes and languages vary between nations, so do product preferences, building regulations and methods, climate considerations and routes to market in the construction industry globally.
Understanding and navigating the complexities and nuances of every country, down to the individual needs of every customer, is a team effort by our highly skilled marketing department. And it’s an incredibly rewarding juggling act. We strive to facilitate our customers’ success, aiming to understand exactly what they need in terms of products, performance, packaging and merchandising and then develop just that to help them achieve market penetration.
Our company has innovated or improved many new products and accessories at scale based on feedback or input from various subject matter experts from all levels of the industry. Examples include engineered Lifespan architectural beams with a hollow aluminium core and protective composite capping for lightweight installation, making them easier for contractors to use while also being more cost-efficient on transportation. Collated Chain deck clips and HULK fasteners were the result of ground-up feedback from decking installers, while the protective recycled packaging was produced for easier merchandising and to protect from damages to satisfy the needs of specific retailers. Ultimately, their success means our success.
Eva-Last’s significant investment into the latest high-tech software and machinery allows us to adapt our production lines and product offerings in line with emerging trends and regional demands.
Our international manufacturing operations, based in various regions, are geared to ensure maximum capacity utilisation and capital allocation.
Using always-on cloud connectivity, and a sophisticated sales forecasting and production planning programme, our business balances cash-flow and delivery by matching early-buy incentives, rebates and volume discounts to direct seasonal production schedules, stockholding, and warehousing. Currently, Eva-Last’s vertically integrated business model offers over eleven eco-friendly product ranges in colours and characteristics customisable to different countries.
The route to market in the building trade is exceptionally complex. On one extreme, you have professional designers, architects and specifiers (DAS). On the other, you have less sophisticated DIY enthusiasts, hardware store salesmen or happy housewives, often influenced by contractors, installers and builders. These users, their perception and experience with our products and brand, directly impact how we move forward with product development and marketing. Consequently, each sale and marketing approach and all marketing collateral, for every touchpoint needs to be right on target – multi-lingual, clear and concise to deliver on our brand promise.
In addition, full technical marketing support and training is offered to the trade worldwide – from installation guides and video tutorials on YouTube, to detailed product packs and point-of-sale merchandising.
As a business we consistently endeavour to develop our understanding of the unique media landscape and marketing platforms available in each territory. Our company collaborates with our international partners to develop bespoke social media and marketing campaigns, and collateral to build brand awareness and drive market share.
It’s clear that Eva-Last is becoming a global brand through Globalisation and Customisation.
Together with the co-ordinated and integrated effort with our valued partners, distributors, and dedicated team of passionate brand custodians, Eva-Last will achieve its vision of enhancing the built environment whilst preserving our natural one.
