Steel Blue Client Research

“The research provided us with our clients’ views, be these good, bad or indifferent, about many areas of our business. It enabled us to act in response to these views, particularly on any concerns raised…and increased our awareness of the range of sentiment among our distributors.”

Ross Fitzgerald, Sales Director, Steel Blue

The Situation

Steel Blue is a WA-owned and operated manufacturer of premium quality boots. Since its 1995 beginnings, Steel Blue has grown significantly and its boots now sell throughout Australia, New Zealand and the world. The business is a WA success story.

Steel Blue’s brand is widely recognised and, in general, their marketing efforts have been successful.

The Board of Steel Blue wanted to better assess the effectiveness of their products’ distribution. They required both an evaluation of past marketing efforts and insights from customers, to inform and shape their next marketing push.

 

working with drg

DRG carried out extensive research in consultation with Steel Blue and then collaborated with them to evaluate the results.

DRG provided a structured report containing clear insights for Steel Blue’s marketing and briefed the advertising agency so they could suitably apply their creative skills. (About DRG’s report and brief the ad agency said: “This is liquid gold.”)

 

 

The Results

By stepping through this process with DRG, Steel Blue gained valuable insight about their relationships with distributors and how to foster them.

DRG's research and subsequent evaluation helped shape new television advertising and sponsorship, and point-of-sale material.

Clients who participated in the research also felt a sense of engagement with Steel Blue, especially given the company’s responsiveness to their comments.

Steel Blue's investment in a quality collaboration with DRG has strengthened its reputation as a premium brand.