They had everything. Except a brand that showed it.
Maars had it all. 80 years of experience, €65M in revenue, active in 25+ countries. A market leader in demountable wall systems. But it lacked a marketing foundation to match. Skigh came in to build what wasn't there.
The gap between 'wow' and visibility
Every client, architect and new employee visiting Harderwijk left impressed. Some even said ‘wow’ out loud. But that feeling didn't exist before the visit. The brand wasn't showing up the way the product deserved. No structured communication, no clear positioning. Just great work flying under the radar.
No hefty reports. Just action.
We interviewed employees, clients and other stakeholders of Maars. The conclusion was simple: the product was premium. The positioning wasn't. Skigh changed that.
"Within six weeks, they showed us exactly what our marketing could look like. That kind of speed is impressive."
Erwin Boschman, CEO Maars
Building the foundation
We set up the new marketing foundation. From proposition to brand guidelines, ready for worldwide rollout. A sharp new proposition, clear values, and a positioning matrix built around three pillars: flexibility, circularity, and wellbeing.
In addition, we designed a Global Marketing Office: a structure that gives Maars central control over brand strategy, content, campaigns, and budget. Still leaving room for local relevance.
We also developed a content and channel strategy covering thought leadership, product launches, PR, and paid media on Google and LinkedIn. And as a final piece: input and guidance on the full Maars rebranding for 2026, including a new brand identity and website.
With this foundation in place and an international marketer on board, Maars is set for its next phase. The groundwork is done. Now it's ready to grow.
The result
Maars no longer relies on word-of-mouth and wow-moments. Now, the brand shows up before the first visit. And the growth engine is just getting started.
Boschman has a clear message for other CEOs:
"Don't wait as long as we did to take marketing seriously. The world is changing fast. We were lucky that orders came in on their own, but there's so much more potential out there. And to unlock it? You need structured marketing."
More than a commercial win
Marketing isn't just about leads. Erwin Boschman:
"When your brand doesn't reflect what you've built, your own people notice it too. Sometimes, there wasn’t enough for people to feel proud of. Now that Maars has the visibility it deserves, the energy inside the company has shifted. That matters just as much as any deal closed."
What’s next?
The setup of a commercial engine: CRM, lead generation, qualification flows, and a Salesforce integration that connects web analytics to real pipeline insight. No more scattered activities, but a system that follows the lead from first click to closed deal. The final pieces of the puzzle are coming together. The results? Stay tuned.
"Skigh came recommended, showed up sharp, and quickly proved their worth. Exactly the kind of partner Maars needed."
Ready to conquer the market?
Want to know what we can do for your organization? Let’s develop a strategy together that turns your goals into reality.
