Based in Merxheim, Alsace, the French subsidiary of American group Alcoa, Arconic Architectural Products, exports its Reynobond® aluminium composite panels and its Reynolux® pre-lacquered aluminium sheets throughout the world in the construction materials sector. Insights into the strategy adopted by this company, which received a regional export award in 2015 from the Alsace CCI, with its Marketing Director Perrine Prével.
Specialist in aluminium composite panels
Arconic Architectural Products manufactures pre-lacquered aluminium sheets under the Reynolux® trademark, intended for manufacturers of construction products (rolling shutters, sandwich panels, trapezoidal sheets, clapboard sidings, roofs, etc.), and aluminium composite panels, under the Reynobond trademark, for façade specialists working with fabricators. See the photo of the Antibes conference centre made from Reynobond panels (credit: Ory & Associés – TIM Composite).
The company has developed its export business in aluminium composite panels with such prestigious undertakings as the Sochi Olympic Cauldron (see photo below, credit: Dmitry Tararin – Horizont – Arconic Architectural Products ®), the Beijing Airport, the Aspire Dome stadium in Doha (Qatar), or the IB Tower, one of the highest in Malaysia, culminating at 274 metres.
“We have put in place an array of concrete resources dedicated to export, whether in terms of languages (15 languages are spoken in our Sales department), customisation of products in line with the target country, or terms of payment”, points out Perrine Prével, Marketing Director with Arconic Architectural Products.
Exports account for 68% of sales
Result: exports account for roughly 70% of the company’s sales. In 2015, it reported total revenues of
€175 million for a workforce of 272 people. The export activity really picked up starting from 2000, in particular with the implementation of a second production line dedicated to our Reynobond composite panels. Intended mainly for architectural purposes in high-profile projects, this type of product allowed the company to reach customers in Africa, the Middle East, Scandinavia and Eastern Europe.
“Thanks to Europages, we have improved our SEO in 15 languages”
“While the Arconic Architectural Products website is now available in three languages (English, French and German), thanks to Europages we have managed to improve our SEO in 15 languages and reach 25 European countries” explains Perrine Prével. “This is a real bonus for a company like ours, which targets a European customer base working in B2B. We have successfully reached EU countries such as Italy, Spain and Portugal, as well as countries further afield such as Turkey or China” she adds. Photo opposite: the Ananti Club in Seoul (credit: Olympstroy State Corporation).
Perrine Prével believes that a further substantial advantage with Europages is “a good price-quality ratio”. Concerning other digital marketing tools, the company organises e-mailing campaigns. However, it does not purchase keywords or display advertising, and is not present on the social media.
A multilingual website optimised for search engines
“If I had one piece of advice for a company seeking to step up its export business, it would be to have a multilingual website optimised for search engines”, explains Perrine Prével. “This must be considered right from the site’s design stage since having to subsequently make up for lost ground is very difficult. You have to be visible in all the countries and languages that you target”, she adds. And in terms of languages, Arconic Architectural Products certainly sets an example, with some 15 spoken within its Sales department: English and German, obviously, but also Arabic, Finnish and Portuguese.
See the E*Page of Arconic Architectural Products
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