Transparency gained, time saved: lean marketing at FRÄNKISCHE Rohrwerke

Marketing in the building materials industry requires a lot of advertising material, extensive catalogues and sales documents. Trade partners must be supported and trade fairs organised. The challenge is to organise and manage these projects efficiently. The MMC project for FRÄNKISCHE Rohrwerke shows how this can be achieved with a modular MarTech solution.

The family-owned company has 5,000 employees at 19 locations worldwide and produces pipes, accessories
and system components made of metal and plastic. In the past, the BAU division‘s marketing was not process-oriented, and a lack of transparency often led to friction losses.

„Especially with respect to the organisation of the trade fair, we were once bitten, twice shy. It is always crucial to meet the deadlines” says Dunja Binder, Head of Marketing BAU at FRÄNKISCHE, describing the challenge.

Lean and fast production: all print advertising media

With the modules „Creative & Production Workflows“ and „Review & Approval Center“, FRÄNKISCHE can now
organise the production of all print advertising material much more efficiently. All parties involved are automatically reminded by email to submit their changes and comments to a central online PDF in good time. The teamwork of the stakeholders works, deadlines are met.

Just in time: the organisation of trade fair appearances

For FRÄNKISCHE Rohrwerke, industry trade fairs are an important building block in the marketing mix. These extensive projects are also managed on schedule, even if colleagues are absent at short notice. The reason is collaboration at eye level in the „Agile Project Management“ module. Everyone in the team coordinates flexibly in Kanban boards and has an overview of the project status, current workload and tasks.

FRÄNKISCHE Marketing Management Cockpit | the business results

• Uniform, efficient workflow for all print advertising media
• Flexible yet clear processes for trade fair activities
• Reliable correction history in a central document in the tool
• Transparency and fail-safe, others can take over at any time

Crucial to success is the acceptance within the marketing team

Of course, the implementation of the MMC was associated with a training phase, but the time saved in everyday marketing was noticeable after a short time. Today, the team can implement more marketing measures efficiently, and the investment in the three modules pays off in the long run.

The success of the project is also reflected in the positive feedback from the employees: they praise the transparency and clarity of the system, the central filing system and the easier communication among each other.

Read the whole story: in the detailed FRÄNKISCHE Case Study!

Why the feedback from users is consistently positive. How important their integration was right from the start of the project. And which external partners FRÄNKISCHE Rohrwerke will connect to the MMC in the future:

We‘ll tell you the entire success story!