'Beat the Wolf' by IAS B2B Marketing for Corus

The client company
Corus is Europe's second largest steel producer with revenues of £9.7 billion. It is a subsidiary of Tata Steel, the world's sixth largest steel producer.

Corus Colorcoat manufactures pre-finished steel products for the building envelope market,
used primarily on composite panels by leading manufacturers.

Strategy
Colorcoat had predominantly been sold into the market via specifications for new build projects. However, the recession required a shift in emphasis. Colorcoat had to be positioned as the product of choice for building refurbishment.

Awareness was low in the refurbishment sector. Many perceived Corus as too big to be competing and Colorcoat products were also considered too expensive.

The strategy was to target people involved in the purchasing decision. But with buying decisions not conducted through the standard specification route, identifying the key decision makers and projects was difficult.

Large data lists were hard to find. However, online searches revealed a strong presence on social media websites. IAS therefore developed a fully-integrated campaign with social media and email marketing leading back to a fully segmented website at the heart of the strategy.