Airfoil Group

BACKGROUND

Introduce your business and what you do there.

I’m the director of marketing for a manufacturing company. We build hydraulic lift gates. We have two different brands: one in Italy and one in the US.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Airfoil Group?

We wanted to conduct a customer satisfaction survey and create a marketing plan based on the results. We wanted to know if we needed to change any of our branding or update anything in our customer experience.

SOLUTION

What was the scope of their involvement?

Airfoil Group conducted a customer satisfaction survey and created a marketing plan based on the results. They interviewed stakeholders and customers. The team also developed an actionable plan and provided recommendations on how to improve our brand and communication. Airfoil Group led us throughout the process.

Airfoil Group also managed our PPC and social media marketing campaigns on Google Ads, Bing, Instagram, and LinkedIn. They also helped us with our hiring campaign at our factory and product promotion.

What is the team composition?

We worked with 6–8 teammates from Airfoil Group. Molly was our primary point of contact during the first phase, and Sarah took over that task during the second phase.

How did you come to work with Airfoil Group?

Someone referred Airfoil Group to us. We chose them because they offered the most services. Other companies said they would conduct an assessment and leave it up to us to determine what to do with the results. Airfoil Group offered to perform the assessment and provide recommendations on what they could improve based on the results.

What is the status of this engagement?

We worked together from June 2021 to December 2024. We're not currently working with them, but they're our first stop if we have any needs.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Airfoil Group did an excellent job and met our expectations in terms of quality. We'd recommend them.

How did Airfoil Group perform from a project management standpoint?

Airfoil Group delivered on time and within the budget. We communicated via email.

What did you find most impressive about them?

We were impressed with how Airfoil Group handled the project. They knew what to do, guided us through the process, made recommendations based on their professional opinion, and explained their reason. The team answered all our questions and educated us along the way.

Airfoil Group was easy to work with. If we had a problem, they went into problem-solving mode. Airfoil Group was helpful all around.

Are there any areas they could improve?

We can't think of anything for Airfoil Group to improve.

Do you have any advice for potential customers?

Airfoil Group is great.

BACKGROUND

Introduce your business and what you do there.

I’m a member of the marketing team of an HVAC manufacturer. I specialize in PR and copywriting.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Airfoil Group?

We needed a PR agency on record to handle our earned media relations and social media.

SOLUTION

What was the scope of their involvement?

Airfoil Group provides PR and social media management for our company. The team has helped us with our trade show campaigns and has lined up many interview opportunities, including podcasts. Our primary audience is the trade industry, and Airfoil Group ensures that our presence at the trade show booths is well-documented and known.

Moreover, the team has notified the trade media about our recent merger and acquisition. Airfoil Group has lined up exclusive interviews with our president to learn more about the acquisition. The team uses monitoring tools to scour social media and news reports to update us on our brand's image.

Airfoil Group manages our social media platforms, including Facebook, Instagram, LinkedIn, and X. We have a process for managing social media inquiries. Since we don't have the expertise to respond to the technical inquiries we receive through social media, we've set up a team, a partnership between Airfoil Group, our marketing team, and the customer service department. This way, we can fast-track those inquiries to the customer service team, which is better equipped to support our end customers with their needs.

What is the team composition?

We regularly work with four teammates from Airfoil Group, including an account director and three coordinators. We also work with the president of the organization.

How did you come to work with Airfoil Group?

Our former marketing director and I started our agency search about three years ago because our PR agency's contract was expiring, and we wanted to go with somebody different. When we hired Airfoil Group, we looked at a few things, one of which was that they had worked with our brand before, not with our accounts specifically, but with other departments of our company. We highly valued the fact that they were already very familiar with our brand.

Moreover, Airfoil Group gave us an in-depth response to our pitch and showed us a case study of what they would do to promote our brand. The team seemed to have more robust capacities than we were used to with other agencies we had worked with.

What is the status of this engagement?

We began working with Airfoil Group in February 2023, and our partnership is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We've seen an increase in our overall social media engagement and media coverage. Our previous agency didn't do much pitching, and we were featured in some publications for our product showcases a couple of times a year. However, Airfoil Group has increased our thought leadership pieces and media coverage from where we were before.

Once a year, we get together to plan for the following year. We have a dedicated planning session to determine our North Star and develop various metrics and KPIs we'd like Airfoil Group to hit. The team shares a monthly report so we can see whether we're on track or if there's anything we need to highlight further.

How did Airfoil Group perform from a project management standpoint?

Our budget with Airfoil Group is set for the year because of the nature of our contract. There have been some cases where we've done a few paid social media advertising campaigns with them. Airfoil Group recommends a quote, and we agree on a budget outside the regular scope of work. The need for this hasn't come up often, but when it has, Airfoil Group has been very good about providing the information we need to make an informed decision on whether to move forward with the project.

We meet biweekly to discuss ongoing campaigns and present new ideas. We also schedule additional meetings when the need arises. For example, we have an upcoming brainstorming call with Airfoil Group to discuss new thought leadership ideas. We also communicate regularly through email.

What did you find most impressive about them?

Airfoil Group is a great partner to work with. The team is enthusiastic and has helped us branch out into consumer media partnerships, which is new for our department. Airfoil Group is very creative in reimagining what our thought leadership can look like. Whenever we need a rapid response from the team, Airfoil Group is willing to engage and quick to respond. The team is friendly, responsive, and fun to work with.

Are there any areas they could improve?

Sometimes, Airfoil Group waits for information from us instead of developing new ideas based on our industry and brand. However, the team is starting to do that more, which is part of the reason for our upcoming brainstorming call. Our industry is technical, and it's tough for a layperson to appeal to a technical audience. Our partnership sometimes relies on more review and input from us at an earlier stage than ideal. Nonetheless, it's something we've been able to manage.

Do you have any advice for potential customers?

Set clear deadlines and KPI targets with Airfoil Group. Give the team a clear target, timeline, demographics, budget, and metrics. Giving Airfoil Group direction and goal-oriented tasks inspires them. To the extent you can, give the team data-driven tasks.