Case study of our work for OMS
The original request of OMS, which focuses on profesional lighting, was to help them with marketing and to create their first web site. Companies in Slovakia did not have web sites, the country was at the dawn of an „internet age“.
The only source of product data used in OMS was a printed catalogue, which, naturally, kept becoming outdated, and therefore contained outdated and even incorrect data. The scale of the catalogue was 20 to 30 thousand product variations.
In 2002, the company had about 200 internal employees and its business scope reached to Germany, Northern Africa and a few European countries.
This is the type of argument we encountered. Together with OMS management, we were the pioneers of digital marketing in Slovakia. The producer of lighting was one of the first in the country who had a dynamic web site but its pioneering does not stop there:
The first step was to “untangle” the data and transform it from hard copies to an online digital database. Without this difficult and complicated step the website would have only been a pretty mask. The essential part for marketing, however, was the essence behind the mask.
A digital catalogue was created in 2007, which could be customized by each distributor for the products relevant to him. OMS was the only company in the world which offered this effective cooperation to its business partners.
The important part here is that we did not spend a single cent on performance marketing. Not because the digital was only emerging. The main reason was high-level seo-friendly content marketing, which has become a hot topic since 2015. Original and high quality content attracted natural attention even without advertising and the company grew exponentially.
LQS Composer (Lighting Quality Standard) was bringing new clients in all segments. The interactive web application was a user-friendly database of knowledge about how to design and use lighting. The customer could, for example, design the lights for his shop and try different variations. The application immediately generated plugging schematics, the list of used products, price, energy consumption, and savings of each variation.
LQS Composer Pro is an update for the internal sales department. In business cases where the client comes with a set of specific requirements, the sales representative could easily prepare an optimized version of the customer’s request – a B version – which could be even more beneficial for the customer. The results were two offers generated in a few minutes, a comparison of initial costs and time savings.
The OMS website was a showcase of all these functionalities and a display of a functional data structure in the background. Today, we call such website an ecosystem.
The client was open to an agile approach, which allowed fast advancements and jumping ahead of competition. Agile marketing demands a lot of courage, as well as high level of data expertise. We tested a large number of ideas and many of them were not successful. We measured everything and then improved it. Successful hypotheses brought huge benefits, profit, and turnover increase. This was our „Culture of Growth“.
Krista Seiden, Global Analytics Education Lead, Google
In the Slovak lighting company we built a digital marketing infrastructure and established a product section, which, at the beginning, was represented by a single printed catalogue.
The OMS website remained a flagship in its segment for over a decade and the competition began to copy its parts and applications.
By 2013, the company had 1 200 employees, it expanded to new markets and its products are exported to 108 countries world-wide. It evolved from a component-assembling company to its own independent design and production.
In the course of our cooperation, our specialists were replaced by internal marketing employees, who now operate on the foundations we laid.
"OMS was one of the first companies in Slovakia where we intuitively applied modern marketing methods at the time when it was not called Content Marketing, Culture of Growth, or ecosystem. The contact with OMS was for our team a great challenge and a responsibility at the same time. I am very grateful to Vlado Levarsky for this experience.”
Increase in income to
in turnover in 2007
During the cooperation