The Business
GHG Group
Two businesses.
A much bigger opportunity.
Building the marketing around the business they were becoming.
JASi was initially brought in to look at the marketing for two established manufacturing businesses, AUT Wheels and Castors and Benchmaster.
Marketing was happening, but sporadically and tactically. Much of the responsibility sat with the MDs alongside running the businesses, so it often didn't make it to the top of the priority list — or was done at weekends in grabbed moments of time.
They had tried hiring marketing managers, with mixed results, but what was missing was the senior marketing direction needed to move the businesses forward commercially and prepare them for potential future sale.
The bigger picture
The business plan changed the brief.
They had recently acquired MTM, an injection moulding and machining business, and another acquisition was already being discussed.
The existing websites were dated and each business was marketing itself independently. There was nothing connecting them or supporting the wider growth plan.
The answer wasn't simply more marketing.
We needed to create something that could scale with the group, make better use of marketing resource and spend, strengthen the individual businesses and give future acquisitions somewhere to fit.
And GHG Group was born.
Building the Group they were becoming
We created the GHG Group brand and website, alongside new or updated websites for AUT Wheels and Castors, Benchmaster, JAS and MTM.
Each business retained its own identity, audience and purpose, but for the first time they were connected by a clear proposition and structure for the wider group.
We also created a common marketing framework across the businesses, making ongoing email, social and digital activity easier and more cost-effective to manage without making everything look or sound the same.
Benchmaster Results
+13%
Web Sales in 2025
(+50% users, +43% sessions)+112%
Increase in online revenue
in the strongest YOY month3.80 ROAS
Up from 1.45 on a virtually unchanged spendWhat changed
Marketing is now managed consistently across the businesses, sharing expertise and resource where it makes sense rather than duplicating effort and cost.
The individual businesses retain their own identities, audiences and commercial objectives, but now sit within a group structure designed to support them and accommodate future acquisitions.
What started as a brief to improve the marketing for two individual businesses became a marketing structure designed to support the growth of the whole group.
Want to talk about
your marketing?
I'm happy to have a straight conversation about your business, your marketing and whether JASi is the right fit.