Owner Brett Matthews talks about how marketing tweaks helped his company attract and convert more than 30 web enquiries every day.
Tell us about your company – how did you get started?
It started with marketing. Prior to our 2010 acquisition of the business, which has been around for 20 years now, the brand had trading relationships with trade ‘break fix computer and laptop’ repairers. I recognised while it was healthy revenue, there was a change developing – trade repairers were managing and fixing their own laptops in order to make more revenue.
I opted to turn this around by rebuilding the website with a strong call to action on all specific laptop repairs. We focused our efforts on 80/20 retail enquiries as opposed to the other way round. In the summer of 2010, we had no genuine web enquiries for quotes on laptop repairs. We only had trade repairers calling us. Today we convert more than 30 web enquiries every day, most of which are high margin retail sales from across the UK.
What’s the best advice you can give to other businesses?
The best advice I can give is to move out of your own way, get creative and don’t think “that won’t work for us”, because I’m confident that the marketing systems we implement would work for any business model.
What’s next for you?
We recently set up a business aimed at helping other IT companies, large and small, with their marketing systems.
What are the benefits of being affiliated with Synaxon?
We have made great use of their buying power within Egis. It isn’t possible to remain competitive unless you have the right buying power, and the Egis platform gives us that power.
Recently Synaxon hosted a summer event which was packed with keynote speakers, vendors and resellers, and I must say that just being part of the day really gave us some great business ideas that we plan to use in order to explore further. Any company seeking a reliable industry partner should look no further than them.
Contact: 01223 852777