Communications are further complicated because Iggesund’s customers are printers or packaging manufacturers, but the decision on what material will be used is made by the brand owners or designers employed by them. Although designers and brand owners are exceptions on Iggesund’s customer list, the Swedish paperboard manufacturer wants to use its website to learn more about these influencers and communicate with them.
“We began back in the 1990s to publish a magazine, Inspire, which is an important channel to these target groups – designers, brand owners and design students,” explains Marie Westh, who is in charge of Iggesund’s online presence. “We’ve gradually developed our website along the same lines.” With the relaunch in 2008 of its flagship product Invercote, Iggesund decided consciously to reinforce the emotional appeal of its communications with these target groups.
“Because Holmen has a group website that takes care of investor relations, recruitment and much more, we have been able to have a tighter focus and keep our own website very target oriented rather than having to provide a hard-to-navigate smorgasbord," she continues.
One important aspect of Iggesund’s market communications is to make it easy to order swatches, examples of techniques, and documentation. The company has therefore invested in an e-commerce platform to simplify this service.
Data analysis by E-space reveals that Iggesund stands out from average manufacturing companies in two decisive ways. The paperboard manufacturer has succeeded in capturing its target group and is also greatly appreciated by that group.