[Top Agency Series] Niche Marketing Mastery in the Mining Industry With Manon Rouillier of Rouillier

Manon Rouillier is the Founder of Rouillier, a communications agency specializing in mining and manufacturing industries in Quebec. With a background rooted in a family of entrepreneurs and a passion for strategic marketing, she has grown her agency since 2009 to serve predominantly French-speaking companies. Manon serves as a board member of MBI Global and is active in the Women in Mining chapter in Quebec. She also hosts a French-language mining podcast, Minier, sharing industry insights and fostering a community around mining innovation.

In this episode…

Have you ever wondered what sets niche marketing agencies apart from the rest? While many agencies struggle with a generalized approach, some have discovered the secrets to excelling in specific industries. But how much value do they bring, and what do they do differently?

Manon Rouillier, Founder of Rouillier, a Quebec City-based communication agency focused on the mining and manufacturing industries, explores these questions. With a philosophy rooted in hands-on, strategy-driven services, she shares the trajectory of her agency from its conception during maternity leave to its current position as a niche leader. She discusses the advantages and challenges of ultra-focused specialization, how traditional marketing methods like trade shows remain relevant, and the importance of adopting a platform-specific strategy for LinkedIn. With a laser focus on the mining and manufacturing sectors and a unique client base, Manon shares the secret sauce to her agency's rise and how staying in the niche has paid off.

In this episode of the Inspired Insider Podcast, Dr. Jeremy Weisz interviews Manon Rouillier, Founder of Rouillier, about her unique strategy for building a niche marketing agency. Manon talks about the Rouillier communication agency that tailors to the French-speaking mining industry, its service evolution, the challenges and opportunities within the mining industry and b2b marketing, and the public misperceptions about the mining industry.