This blog post is about a company’s marketing presentation which took place on the 25th of September 2018. We heard a presentation by the International Marketing specialist of Lappset Group, Jenni Tapio.
What is Lappset Group?
Lappset Group is a family-owned business which was founded in 1970 in Rovaniemi. The business grew over the years and employs nowadays around 400 people. It is one of the leading manufactures of playground and sport park equipment in the world. They have a wide range of products for every age and physical shape.
Below you will find a short video, where you will get to know the company in 2.3 minutes.
5 Important facts about Lappset
- Lappset produces only in Finland (Rovaniemi), Estonia and Sweden. They want to keep factoring in Europe, to ensure high quality.
- Lappset’s consolidated turnover in 2017 was about 50.8 Million Euro.
- 14 subsidiaries in 9 countries belong to the Lappset Group.
- Main customers are architects and landscape architects but Lappset in not selling only in the B2B market. They have customers in the B2C market as well.
- Lappset’s vision is to becomes the customers first choice by creating a better experience with their products.
For more information, visit the company’s website: Get to know Lappset
Lappset’s marketing mix
The company has a wide range of different marketing tools e.g. visual marketing, brochures, events, websites, blog posts, email marketing, social media etc. Although, their primary focus is on online marketing. On of the main reasons is the fact of tracking the customers journey and their interests, to customize their activities and send personalized newsletters to customers.
Paid ads are playing an important role as well. Their aim is to increase Lappsets brand visibility and website traffic. These advertisements are not just placed in social media, the company is still using banner and magazine advertisements as well. In future, Lappset wants to concentrate on LinkedIn ads instead of paid ads in Facebook to increase their B2B publicity.
Below you will find links to Lappsets social media channels, where you’ll be always up-to-date about the latest info’s.
Inbound marketing strategy
In the new marketing age inbound marketing replaces the outbound marketing. While appealing customers through social media, content marketing and SEO-marketing, Lappset wants to qualify new leads for sales. In the end, the company wants to generate interesting customers due to high-quality content on Lappset’s website. To achieve these purposes, they use for example blogs.
On Lappset’s website you will find blog posts, where they talk about current topics, which values the company offers and other interesting themes, for example written by famous guest blogger.
Set goals and take action!
Lappset set their vision to become customers first choice, to achieve these they need to determined goals. Therefore, the company set Key performance indicators (KPI’s) for 2018. For those, who don’t know KPI’s, here you will find a short explanation.
One of their KPI’s is to get more traffic from social media channels and AdWords to the Lappset website. This can be reached through increasing the brand awareness by using videos or content marketing posts. Another KPI is to increase the amount of qualified leads in automation platform on their website. For this goal, Lappset could optimize their SEO-marketing by using more keywords and improving their content.
Last but not least – my opinion
Jenni’s presentation about the Lappset Group was very interesting, I’ve never heard about the company before. I knew the playground Angry Birds in Rovaniemi, but I didn’t know that this is one of the company’s products.
Lappset is using a lot of different marketing tools and wants to increase everything, but in my opinion they should focus on online marketing, especially social media and content marketing. Nowadays every customer is active in social media, so if you’re at work or in your free time you see a lot of ad’s and get influenced or interested in a product/service. In my opinion content marketing is today on of the most important things. Lappset needs to present their values and spread their message to increase their brand awareness for the end-customer. Especially with these content, Lappset would optimize their SEO-marketing as well and get more known. All in all, I like the different range of products, because they appeal different target groups.
Please check out Lappset’s new website here. Their creations are really impressive and conspicuous – I would like to be a child again.
