Whatever the size of your business, it’s not going to reach its potential if no-one knows about it. You need to build market capability that results in sustainable growth.
Is your company in the construction or mining industries and seeking to elevate its brand positioning to maximise market potential?
If so, steer your way to Ambrosia Industrial, an agency dedicated to enhancing the growth of industrial businesses through high quality marketing solutions.
As the name of the company suggests, Ambrosia Industrial promises sweet success as a result of its expertise, innovation, and results-driven strategies. But its origins reveal more than that.
Managing Director Ryan Foster said his clients worked in sectors that were typically perceived as “dirty”.
“When we formed the company, we wanted a clean name and image. Something unique that reflected our dedication to developing solutions that are outside of the box,” he said.
“The word ‘ambrosia’ refers to the food of the Greek gods which granted immortality, and aligns with our dedication to sustainable growth.
“We help construction, mining, and infrastructure services companies build their sustainable growth through marketing capability.
“We partner with service delivery businesses in the earthmoving, civil, mining and infrastructure services and equipment business to amplify their growth.”
Ryan said that because Ambrosia worked only with business-to-business companies, it was an industry-specialised alternative to generalist agencies.
Due to this specialisation, he said the company was more agile, understood customers’ businesses better, and could get to the solution faster and more cost effectively than other agencies which may well be jacks of all trades and masters of none.
State of origin
Ambrosia was founded in 2019 when Ryan identified a gap in the market for a business which combined heavy sector knowledge and experience with industry leading marketing solutions.
“At the time I was working in an in-house national marketing management role for a leading Australian infrastructure services company, and we were in the process of engaging marketing agencies for branding and digital development projects,” he said.
“Not only were these agencies commercially misaligned with most small and medium enterprises (SMEs), they lacked industry knowledge and that of our business model. As a result, much of our time and resource was spent educating the agency.”
Prior to that, Ryan was the group marketing manager for a global heavy equipment leader. Through that role he had exposure to mining equipment and component sales, gaining a functional understanding of earthmoving equipment products.
In addition to those skills, he had also worked as an art director for a global advertising agency, creating campaigns.
The lightbulb moment came when Ryan realised he was in a unique position of understanding operations, marketing, business, product and equipment.
“So I am unique in the fact I am a creative first, then a market strategist,” Ryan said.
Ryan has brought these attributes to Ambrosia, which combines marketing specialisation with strategy and in-house production.
“I’m incredibly passionate about the heavy sector,” he said.
“I am lucky to have visited some of the largest and most complex infrastructure and mining projects around the world over the past 15 years.
“We now work with civil contractors and earthmovers, infrastructure services businesses, demolition businesses, mining companies and services, OEM equipment manufacturers, maintenance businesses, and industrial product manufacturers and suppliers.”
In mid-2024, Ambrosia relocated to SE Queensland from its original headquarters in the Hunter region of NSW.
“We’re in the process of establishing our new head office in Burleigh Heads at the Gold Coast,” Ryan said.
“We work with businesses all over Australia, and service a substantial client base in Sydney, while experiencing growth in Queensland and more recently, in WA.”
So how does it work?
Ryan said that marketing and branding aren’t nearly as complicated as people are led to believe.
“We begin each project with ‘why’, and strip back the technicalities of marketing through simple framing exercises,” he said.
“We help frame our clients’ purpose, key messaging and unique selling points. By identifying customer personas and their challenges, we connect our clients’ solutions via the most effective means.”
Being so invested in the industry, we’re abreast of market trends and constantly evolving our marketing tactics and strategies to remain at the forefront of media, markets and platforms.
“I am an essentialist, and we help our heavy industry customers to decode marketing and provide essential solutions for each stage of their business growth.
“We work with real, down-to-earth people, and we consider ourselves the same. Whether we’re working with an operator or a CEO, we’re proud of the relationships we’ve built at every job site and boardroom.”
Ryan said that brand equated to reputation.
“It’s the space that occupies the mind of others. It’s what people tell other people you are. Not just brand identity,” he said.
“We shape that perception through a range of solutions relevant to our customer’s challenges, opportunities and market positioning.
“Our mantra is strategy first, always. We can make great looking marketing collateral and content, but we want to tell a story every time, and we want it to be effective every time.”
The marketing framework
Ambrosia collaborates with SMEs to evaluate, strategise and define a clear marketing roadmap to lead their marketing efforts, and amplify their broader growth plans.
- Discovery
Ambrosia helps identify pain points and requirements to be able to develop effective solutions. The process begins with a discovery session to gather information, analyse needs, and define the precise requirements and goals of the client’s strategy.
- Audit and evaluation
Before collaboration, Ambrosia undertakes a strategic audit of the entire marketing functionality. It combines this with quantified research and industry insights to develop a collaborative workshop that educates, informs and takes a deep dive into the customer’s marketing.
- Strategic collaboration
Ambrosia has developed a proven approach to collaborative strategic workshop facilitation that comprehensively evaluates and educates stakeholders and uncovers the core of their purpose.
It has refined its workshops over the past decade, helping Tier 1 industry leaders and startups alike to effectively reset perceptions and align stakeholders for repositioned growth strategies.
By discovering the core purposes, Ambrosia can move beyond marketing tactics to evaluate and position a brand and marketing program to build deeper emotional connection that results in loyalty and growth.
- Clear strategic marketing roadmap
Following a comprehensive strategic evaluation process, Ambrosia develops a customised, clear strategic marketing plan. Upon finalisation, Ambrosia presents the plan and support implementation.
Point of difference
While there are certainly other industry-focused strategists and content production houses around, Ryan believes that Ambrosia is the first and remains the only end-to-end industrial marketing agency in Australia.
“We’re approaching six years in business next month,” he said.
“Our longevity is testament to our skills. We’ve developed needs-based solutions for our customers.
“The five things we do are what our customers need: Strategy, Branding, Digital, Capability Marketing and Content.
“We have tiered products under our five service delivery streams for each stage of business growth: startup, SME and Tier 1/industry leader.
“We also provide outsourced marketing services, and fractional CMO (chief marketing officer) services: part-time executives hired to provide strategic marketing expertise and leadership without the commitment of a full-time hire, offering flexibility and cost-effectiveness.
“This is offered at just a fraction of the cost of an in-house team, with the ability to scale and react to market or business fluctuations.
“We specialise in content marketing, personal branding, getting people in front of the camera, humanising brands.
“We have ‘productised’ the process of engaging an agency with straightforward packages, so we have consistent, productised pricing.
“There are no hidden extras. We want to remove the stigma, or smoke-and-mirror perceptions that comes with marketing agencies.
“Ambrosia has developed proven, streamlined processes to support growth so our clients can focus on running their businesses and what they do best.”
To find out more about Ambrosia Industrial, contact hello@ambrosiaindustrial.com.au