Hello all ! Today, I’m writing this article to introduce you to Lappset.

On September 25, a visitor came to our class to introduce her company, the lappset group. During the presentation, the visitor spoke of several topics.

To begin, I will briefly introduce the company. Lappset is a family business, specializing in playgrounds, outdoor equipment and parks of activity. Products are built in Rovaniemi and the slogan is “we invite mankind outdoors”. The company keeps growing. Currently, the group has three factories, fifty-six dealers and fourteen subsidiaries in nine different countries such as China and Germany for example.

This company has many customers. The Lappset Group works with architects, landscape architects, students, professional buyers, real estate companies, kindergartens, parent councils, local governments and the private sector. The end customers are thus diversified since they are children, adolescents, adults and seniors.

When it comes to marketing in general, Lappset has a website (data warehouse system, marketing automation, collects and stores data), blogs (visitor flow creation – always something new to share), social media (high quality traffic and increased brand awareness), catalogs, newsletters and does not hesitate to organize seminars and webinars. The group does not hesitate to use multichannel marketing, in order to adapt to the wishes of each customer and develop the turnover per customer. For 2018, the company has a mission to be the first choice of customers by creating an optimal customer and user experience.

With regard to KPIs (key performance indicator), Lappset has several objectives including:

  • Increase the number of qualified leads in the automation platform,
  • Increase the number of new contacts sent to the sales team,
  • Increase the number of leads generated by marketing, which will be converted into orders in different countries,
  • More traffic from social media channels and AdWords websites to Lappset.

One of the things that I found very interesting was that the group really knows how to attract visitors to its site. Indeed, the group has optimization tools behind its site, it follows the visitors who leave their email addresses. All of this helps the company to target customers, target sales and rank leads.

Personally, I found it interesting that an outsider could come and tell us about the marketing of her company. From the top of my three years of study, I’m still not sure what I would like to do later, but for the moment the specialization that attracts me the most is Marketing.

To finish with this article, I do not think I learned much about the visitor who seemed a little shy. However, she perfectly presented her business and taught me many things.

Thank’s for reading !