Marketing strategy to support industry specialist

The challenge

Following significant investment in its premises, equipment and processing capacity, Sonic Solutions was ready to increase its presence in strategically important sectors including defence, rail, plastics recycling and specialist metals.

However, the company’s existing marketing did not fully reflect the scale of its facilities, the technical nature of its work or the value it could deliver to customers.

Sonic Solutions had developed an unusually broad range of industrial cleaning capabilities, but communicating these presented a challenge.

The company works across several very different markets, each with its own technical requirements, commercial pressures and terminology. Its marketing therefore needed to do more than list equipment and processes. It needed to demonstrate how Sonic Solutions solves real industrial problems, from extending the life of valuable components, to supporting urgent maintenance requirements and improving the condition and potential value of specialist metal for reuse.

The business also required a clearer route for converting enquiries into opportunities and maintaining engagement with prospects over longer sales cycles.

What we did

Our engagement with Sonic Solutions began when we undertook a marketing healthcheck for the company, as part of our work as a Make UK Defence Fit for Defence partner.

This was followed by market and competitor research, and a detailed review of the company’s capabilities, customers and growth priorities.

A tailored marketing strategy and implementation plan were then developed, to position Sonic Solutions as a specialist technical partner rather than simply a cleaning supplier, improve communication of the company’s facilities, expertise and problem-solving capability, and create a structured approach to nurturing enquiries and developing long-term opportunities.

We also create clearer key messaging tailored to the defence, rail, plastics recycling and specialist metals markets, helping Sonic Solutions articulate what makes the business different: its ability to combine several cleaning technologies, develop processes around unusual components and contaminants, and respond quickly when customers face urgent or technically difficult problems.

In addition, we streamlined Sonic Solutions’ website structure and customer journey, and supported the company with search engine optimisation improvements.

The impact

Sonic Solutions now has a clear marketing roadmap aligned with its commercial objectives and expansion plans.

Its proposition is becoming more consistent across its website, sales activity, sector materials and customer communications. This gives the sales team a stronger platform for explaining the company’s technical value, targeting higher-value opportunities and building recognition in its priority industries.

The strategy is also helping Sonic Solutions make better use of its project experience. Successful work can now be transformed into credible case studies, targeted campaigns and evidence of capability rather than remaining known only to the individual customer involved.

Horizon Works continues to support Sonic Solutions with campaign development, content, sales materials and sector engagement as the company builds its profile and pursues opportunities.