Qlar: From rebranding to talking point in trade media and the feed

Qlar is an international mechanical engineering company whose core expertise lies in weighing and dosing technology for bulk material applications. Before working with additiv, our marketing team faced the challenge of addressing two communication pillars. On the one hand, we wanted to communicate in a highly product- and industry-specific way. On the other, we also needed to focus on overarching brand and corporate communications.

During the rebranding process in May 2024, additiv supported us in communicating our brand transformation. At the same time, the team brought sufficient technical understanding to help us position our products in relevant trade media. We started with PR and content marketing and have continued to expand these activities. SEO and GEO topics have since been added, as well as a corporate influencer program in the social media area.

Since we started working with additiv, we have seen our visibility increase. Our biggest bottleneck was posting on social media. Especially in sales, it is difficult to find time for tasks like these. Together with additiv, we held some very effective workshops and developed highly pragmatic approaches, including dos and don’ts. This has enabled us to create authentic content ourselves.

Since we started working together, we have definitely noticed that we are much more visible at trade fairs and in meetings. People specifically approach us about our posts. What works best is personal content, sharing personal insights on LinkedIn. We can also see that our colleagues at Qlar are highly motivated to do more in the area of social media.

Corporate influencer marketing is so important to us because we have found a way to give Qlar and our products a face through our sales experts.