Vanclaes

Vanclaes design and manufacture high-quality customisable stainless steel boat trailers for recreational and professional markets across Europe. As production efficiencies improved and market conditions shifted, the business saw an opportunity to reposition its offering from a perceived luxury product to the new standard for boat trailers.

As a strategic marketing consultancy, MindWorks Marketing was appointed to develop a pan-European marketing strategy to support this shift and strengthen their market share..

We facilitated a 360° strategy workshop to evaluate customer segments, competitive positioning and brand perception. From this, we developed a structured roadmap focused on:

Clarifying value proposition and messaging
Aligning marketing activity to commercial priorities
Identifying short-term opportunities alongside longer-term brand repositioning

The outcome is an actionable marketing strategy designed to support Vanclaes’ repositioning and growth ambitions. The business now has a clear roadmap across key markets, defined performance metrics with prioritised next steps to support brand development and increased market share with dealers, boat builders and end users.