Fellowes Sit-Stand Workstations
Selling in a new B2B category
In 2017, Fellowes, one of the leading brands in workplace equipment, launched a range of Sit-Stand workstations. These solutions help desk-based workers to be more active, alternating between a sitting and standing position, but at the time they were very new to the workplace.
To support the development of a go-to-market strategy and communications campaign for this emerging category, Fellowes needed to identify the key target personas and create content to educate, excite & engage prospects. This was where Loudhouse came in.
Stage 1: Explore the landscape
The first challenge was to understand the likely buying process for this new category, and who the advocates and early adopters would be. Loudhouse carried out in-depth interviews with buyers, influencers and ergo experts to explore their awareness and perceptions of Sit-Stand, and the likely drivers to uptake. Feedback on initial themes for messaging was used to develop a campaign message prior to stage 2.
Stage 2: Test and validate
Stage 2 focused on Business Managers and HR managers – both identified as key to the decision to buy Sit-Stand. We conducted a survey of over 500 Senior Managers / decision-makers in UK, Netherlands, Spain, France and Germany. The survey looked in detail at the business impact of illness, absenteeism and presenteeism in the workplace, as well as openness to new ergonomic solutions.
We also surveyed over 4,000 employees across Europe to get their side of the story; how their job impacts their wellbeing and how seriously their employer takes these issues.
Findings and outcomes
Sit-Stand workstations are sometimes thought of as a solution to specific medical problems, but the research helped to develop a comms campaign which promoted the importance of taking a more proactive approach to wellbeing in the workplace.
It showed that many managers wanted proof that there was demand from employees and that people would actually use Sit-Stand solutions in their daily worklife. This lead to Fellowes offering a ‘try before you buy’ option.
And the research became part of the campaign, with a thought leadership report, infographics and PR releases highlighting findings from the research and establishing Fellowes as a thought leader.