Project Details
Despite being active with their marketing, Landair Surveys lacked a clear strategy to guide their efforts. While leads were coming in, they weren’t the right kind – highlighting a positioning issue that needed to be addressed.
- NBrand
- NCommunications
- NWebsite
Setting up Landair Surveys for Lead Gen Success
Landair Surveys knew exactly who they wanted to work with – but their marketing wasn’t attracting the right leads. Despite active promotion, a lack of strategic direction meant their brand wasn’t connecting with the right audiences, and the quality of inbound enquiries suffered.
With a strong track record and clear industry focus, Landair needed a more deliberate, targeted approach to show up with impact in their key markets.
Requirements
MindMoB partnered with Landair Surveys to deliver on four clear objectives:
Strengthen industry positioning
Clarify Landair’s value in core sectors and elevate their reputation as a trusted surveying partner.
Showcase capability and project outcomes
Demonstrate the depth of Landair’s experience and expertise across complex, high-impact projects.
Attract the right talent
Position Landair as an employer of choice for skilled professionals seeking meaningful work and strong culture.
Improve lead quality
Generate more qualified enquiries from clients that align with Landair’s strengths and strategic goals.
Challenges
Landair Surveys came to MindMoB with a clear set of frustrations:
Poor lead quality
New enquiries did not match their service offering or pricing.
Risky client concentration
Much of their scanning revenue was tied up in a few key clients.
Losing clients
Some clients had moved on, with large accounts switching to internal drone workflows or competitors.
Outdated website
Positioning
No systematic approach
Approach
MindMoB began by working closely with Landair’s leadership to clarify their strategic direction, client value, and communications foundations before progressing to promotional activity. The goal was to build strong marketing infrastructure to both retain and attract high-value clients—while reflecting the technical precision Landair is known for.
1. Marketing workshop and audience focus
MindMoB facilitated a strategy workshop with key stakeholders to align on business goals, including revenue growth, improved conversion rates, and a focus on high-value projects. Rather than targeting a broad audience, Landair doubled down on niche sectors where it had a proven edge. Services were reframed by audience verticals to reduce confusion and allow for more tailored content delivery.
2. Client research and positioning
In-depth interviews with clients and internal stakeholders revealed a consistent industry pain point: competitors often deliver flawed data, causing delays and rework. Landair was praised for its accuracy, quality control, and continuity of service. MindMoB crafted messaging that positioned Landair as a trusted accuracy specialist—valued by clients who rely on reliable spatial data to keep projects moving.
3. Brand refresh, not a rebrand
Rather than a full rebrand, MindMoB preserved Landair’s core identity and enhanced it with a refined colour palette inspired by spatial data aesthetics. Values and key selling points were rewritten to be succinct and codified in a Communications Guide. Targeted capability statements were developed for each priority sector, tailored to their specific pain points and expectations.
4. Website overhaul and strategic focus
The existing website lacked visual impact and was poorly structured for lead conversion. MindMoB delivered a complete overhaul, including:
Sector-specific landing pages with relevant projects and testimonials
Authentic imagery showcasing Landair’s own work — no stock photos
Clear, consistent messaging focused on high-accuracy data
SEO best practices and legacy content preservation
A Knowledge Hub to support thought leadership
CRM integration for lead capture and segmentation
Technical fixes improved mobile optimisation, speed, and event tracking — laying a solid foundation for future campaigns.
5. Lead generation and visibility
With the brand and site optimised, MindMoB implemented a targeted lead generation strategy. This included educational content (Surveying 101, Spatial Insights), monthly EDMs, and automated CRM workflows to nurture segmented audiences. Social media plans were created to showcase project success stories and maintain visibility. Industry events and media contributions are now part of an ongoing strategy to strengthen Landair’s reputation and authority in its niche markets.
Results
While still early in the rollout, Landair Surveys has already seen foundational improvements:
Defined value proposition
A clearly defined value proposition tied directly to client needs: accuracy, reliability and responsiveness.
Modernised brand
A modernised brand that reflects their strengths and tells a compelling story that resonates with the target audiences.
Enhanced lead quality
Better lead qualification, with the website set up to funnel the right clients and show Landair’s depth from first click.
Targeted campaigns
Preparedness for targeted campaigns through LinkedIn and email, with landing pages now in place to support execution.
Creating a brand that tells your story, shows your proof and guides the buyer journey is essential. Without it, your marketing will fall flat and you’ll waste your ad spend. Getting your foundations right first will make any lead generation tactics far more successful.
Erik Birzulis
“We chose MindMob for their experience in B2B marketing and industry knowledge. And we were not disappointed, their marketing proposal was clear and easy to implement. Throughout the whole process they have communicated well and delivered to our expectations.”
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