Promat: Strategic product launches with global impact

Promat, part of the Etex Group, is a leading manufacturer of fire stopping materials. Their mission: bring technically complex solutions to global markets in a way that resonates across regions and decision-making chains. But in a highly regulated industry with diverse stakeholders (from engineers to procurement teams) clear, unified communication is essential. Since 2020, Umbau has been Etex’s strategic partner in developing international marketing campaigns that balance technical accuracy with commercial impact.
Klant
Etex
Sector
Construction
Tags
Go-to-market strategie
Impactful poster for Promat, a brand of Etex, with clear messaging about fire stopping materials for an international market.

Approach

Umbau creates comprehensive global marketing toolkits designed for easy implementation by local teams. Our approach includes:

  • Concept development
  • Social media campaigns
  • Sales enablement materials
  • Landing pages & digital banners

We translate complex fire stopping technology into accessible, value-driven messaging tailored to different audiences: from installers and specifiers to project managers and decision-makers.

Thanks to our deep understanding of Etex’s market, brand positioning, and the multi-layered DMU (Decision Making Unit), we help craft communication that is both technically credible and commercially compelling.

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Results

With a clear go-to-market strategy and a well-balanced mix of digital and sales-driven communication, Etex successfully introduced its fire stopping solutions across the globe. Our scalable, consistent content allows local marketing teams to activate campaigns quickly and efficiently — without compromising quality.

Deliverables included:

  • Internationally optimized campaign posters
  • Content aligned with technical regulations
  • Messaging frameworks for consistent local adaptation
Strategische poster voor Promat, ontwikkeld door Umbau, met een duidelijke positionering van fire stopping materialen in een complexe markt.
Internationaal geoptimaliseerde poster voor Promat, met focus op technische expertise en regelgeving in brandwerende oplossingen.
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Where Umbau Made the Difference

At the intersection of technical understanding and strategic marketing, Umbau empowers Etex to speak with clarity and impact. We understand the market dynamics, the complexity of the buying process, and the needs of each stakeholder — and we turn that into actionable, high-impact communication that delivers.

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