Aertssen Group’s marketing strategy: building a strong brand

Founded in 1964 and based in Stabroek, Belgium, Aertssen Group has become a leading player in construction, lifting, transport and logistics. With operations in more than thirty countries and a workforce of 1,500, the family business has grown impressively. This expansion reflects operational excellence and a thoughtful, effective marketing strategy. Here is a brief analysis of Aertssen Group's marketing approach and international expansion strategy.

Brand positioning: a foundation of trust and innovation

Aertssen Group positions itself as a reliable, innovative infrastructure partner. The brand conveys stability and progress, essential in an industry where trust and sustainability are crucial. This positioning is reinforced by a strong emphasis on quality, safety and environmental responsibility across its projects.

A concrete example is the branding strategy around its machinery fleet. Consistently using modern, well-maintained, technologically advanced equipment communicates lasting reliability and innovation. Internal employee training programmes, centred on safety and sustainability, reinforce this.

Aertssen Group also invests in employer branding to position itself as an attractive employer. Initiatives such as Aertssen Academy offer internal training to strengthen staff capabilities and expand their expertise. This contributes to the internal brand experience and communicates outwardly, attracting new talent.

Digital transformation and online presence

A strong online presence is essential in the digital age. Aertssen Group understands this and invests substantially in digital marketing. Its official website serves as a central platform offering detailed information about its services, projects and company values.

Aertssen invests heavily in visual storytelling through channels such as LinkedIn, Facebook and Instagram. Major infrastructure projects are regularly documented through video updates, drone footage and employee interviews. Completed construction projects, for example, are shared through dynamic before-and-after videos and time-lapse footage. Aertssen frequently works with Alexandra Gadzina. Working with several influencers could diversify and amplify the company's voice. It is also active on TikTok but has not yet fully developed this channel, even though many current and future employees probably use it intensively.

Aertssen also uses advanced analytics tools to optimise digital marketing campaigns. Analysing website traffic and social media engagement allows it to adapt advertisements and content strategically for maximum impact.

Audience-focused marketing: a diversified approach

Aertssen Group serves a wide range of sectors, including construction, energy, petrochemicals and logistics. This diversification requires a precise, audience-focused marketing approach. Targeted campaigns and tailored solutions allow the company to address each sector's specific needs effectively.

Its approach to the petrochemical industry is a good example. Aertssen developed a specialist website page for this sector, highlighting specific cases and testimonials from major customers such as TotalEnergies and BASF. This strengthens credibility and positions the company as an expert in this niche.

Partnerships and networks: stronger together

Building and maintaining strong relationships with customers, suppliers and other stakeholders is central to Aertssen Group's marketing strategy. It pursues long-term partnerships and invests in networks that deliver mutual benefit.

Aertssen has established strategic partnerships with governments and major contractors to deliver infrastructure projects more efficiently and sustainably. Its involvement in Antwerp's Oosterweel Link, one of Belgium's largest infrastructure projects, is an example. Early collaboration and transparent communication have allowed Aertssen to apply its expertise effectively.

Aertssen also organises an annual networking day where customers and partners share knowledge and innovations. This strengthens existing relationships and opens doors to new collaborations.

Innovation and sustainability as marketing pillars

As sustainability becomes increasingly important, Aertssen Group positions itself as an environmentally conscious business. It has launched initiatives to reduce its environmental footprint, including electric excavators and an ambition to achieve climate neutrality.

One example is its use of biofuels and hybrid vehicles. This is communicated through its website and newsletters and actively promoted in tenders where sustainability is a deciding factor.

Aertssen Group's engineering department uses advanced technologies. It applies 3D models, virtual reality and simulations to plan and execute lifting operations. Engineers use these tools to assess project feasibility and prepare detailed lifting plans. The company also invests in digitalisation and innovation, using drones to map construction sites in 3D and generate highly accurate data for project preparation. Virtual reality gives customers a realistic view of planned lifting operations, while digital twins help assess feasibility in advance.

Recognition and reputation: a gold standard

Aertssen Group's commitment to excellence and innovation earned it a Gold label as a Best Managed Company. This prestigious recognition strengthens its reputation and is used strategically in marketing campaigns to build confidence among customers, prospects and partners.

Aertssen also invests in customer satisfaction research and review systems to keep improving perceptions of the brand. Positive customer cases are highlighted and shared on platforms such as Google Reviews and LinkedIn, supporting a stronger image.

A holistic marketing approach

Aertssen Group's marketing strategy is a carefully assembled mix of brand positioning, digital innovation, audience-focused approaches, strategic partnerships and a strong commitment to sustainability. Integrating these elements has created a robust, flexible approach that supports growth and a lasting positive reputation within the sector.

Its focus on innovation and sustainability, combined with data-driven digital marketing and strong partnerships, helps Aertssen stand out in the market and prepare for the future.

A market-led expansion strategy

Aertssen Group's international growth follows a deliberate strategy targeting markets with clear demand for specialist infrastructure and logistics services. New markets are selected based on economic stability, infrastructure investment programmes and strategic geographical location. Aertssen follows a structured approach with these stages:

• Market analysis and risk assessment – Before expansion, an in-depth study analyses the country's political, economic and legal conditions, existing competitors, local regulations and potential growth opportunities.

• Pilot projects and test cases – Aertssen often enters a market through a pilot project, testing feasibility and operational challenges without a major capital commitment.

• Partnerships and local collaboration – In regions with complex regulations or cultural differences, Aertssen works with established local businesses to minimise market risks and gain traction more quickly.

• Capacity building and local presence – Following a successful initial phase, investment in warehouses, logistics hubs and a local workforce improves service delivery.

Successful international expansions

The Middle East: a strategic growth region

One of Aertssen Group's most successful overseas expansions has been in the Middle East, with a strong presence in the United Arab Emirates and Saudi Arabia. Rapid urbanisation and large infrastructure projects have created substantial demand for reliable lifting and transport services.

– Market entry: its first steps in the Middle East involved large infrastructure projects, including new airports and ports.

– Partnerships: strategic alliances with local contractors and governments enabled rapid expansion.

– Sustainable investment: innovative technologies and sustainable construction methods helped build a strong regional reputation.

The company has been involved in prestigious regional projects, including:

• Hail & Ghasha project, Abu Dhabi (UAE): construction of 11 islands for future gas and oil extraction.

• Borouge Polypropylene Plant 5, Abu Dhabi (UAE): Aertssen Machinery Services carried out lifting operations in the facility's silos.

• Etihad Rail Network, Abu Dhabi (UAE): Aertssen unloaded and stored rails at Al Faya Depot, part of the large-scale railway network project.

• Ras Abu Aboud Stadium, Qatar: built for the 2022 World Cup, this stadium is distinctive for its construction using 2,500 containers in a steel frame.

• Hamad International Airport expansion, Qatar: Aertssen supplied mobile cranes and transport services for taxiway and facility expansion ahead of the 2022 World Cup.

• Duqm refinery and port, Oman: Aertssen is involved in several parts of the project, including subsea piping, desalination facilities and a fishing port.

Expansion into the United States

On 14 August 2024, Aertssen Group announced a new international logistics site in Savannah, Georgia. The 130,000-square-metre facility offers comprehensive logistics services and is strategically located near Savannah's port, a major hub for the southeastern US. This expansion strengthens Aertssen's position in efficient machinery logistics. Plans also include new sites in Baltimore, Tacoma and Houston in the following years.