From makers of 100% natural wool felt to a B2B marketing system to reach new sectors and markets.

We met Textil Olius on a B2B digital marketing programme we delivered for Acció in Catalonia.

The company started from a solid position: decades of industrial experience, commercial presence in more than 40 countries and a product able to answer very different applications.

There was marketing activity in place too.

But they needed to organise their strategy, reinforce their international positioning and get their communication to better reflect something fundamental.

Textil Olius does not simply trade felt. It manufactures it, and that changes the approach, how to communicate it, to whom and on which channels.

Wool felt can be part of completely different products and processes.

Industry, acoustics, interior design, footwear, fashion, consumer goods…

The applications change. The technical needs change. The buyer personas change. And so does the way the product is searched for in each market.

The challenge was building a shared proposition able to organise all that complexity without losing specialisation.

The key question:

How do you make visible the industrial knowledge that makes it possible to manufacture the right wool felt for each need?

We started with strategy.

We reviewed positioning, competition, buyer personas, channels and digital presence to define what had to be at the centre of the communication.

The answer was inside the company itself: manufacturing, knowledge of the material and the ability to adapt it to each application, with standard or bespoke product.

From there, marketing and sales began working in a more connected way to identify sectors, applications and commercial opportunities.

And to prepare the new website we ran a thorough keyword study across five different languages and markets.

Because a technical manager, a designer, an OEM manufacturer or an industrial buyer do not necessarily search for the same thing, even if they all end up needing felt.

Textil Olius is evolving towards an international digital presence far truer to the company and the team it really is.

A specialist manufacturer since 1946 that knows the material, controls the production process and can advise, adapt and manufacture a solution to the requirements of each project.