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Construction materialsIndustrial marketing success storyKoch Group is a 40+ year old industrial marketing consulting firm providing a broad gamut of industrial marketing assistance activities to small and mid-sized manufacturers. Assistance activities include market research, strategic and tactical planning, plan implementation, target marketing, new market identification and qualification, existing market penetration, direct selling assistance, and trade show management. We also specialize in manufacturers' agent identification, screening and contracting. Koch Group consultants performed a sales analysis, targeted accounts, qualified targets, provided direct selling assistance, and many other industrial marketing activities resulting in an over 300% increase in sales for this Midwest company manufacturing supplies used by the construction industry. SITUATIONLocation: Midwest Construction supply manufacturing company initially developed a web site internally which featured some of the major products the company sold. Products provided to the market are both standard and custom. The company offers the widest selection of accessories for their product line of any manufacturer in the U.S. and also provides custom products which most of its competitors did not provide. The company literature was not organized in any logical fashion and many of the accessories it produced were difficult to find or were not listed in its catalog or on its web site. Visitors to the initial site could only find information on the major products sold, no custom information, and little if anything about its major accessories line.
ACTIONKoch Group began the web site redevelopment project by quantifying every product and service offered by the company. Based on the information received, our consultants developed a logic for presenting all the company’s products and accessories in a manner never used previously or even considered. Then, we developed with the client’s assistance, all the technical details, features, benefits, applications for, and illustrations for, every SKU offered. Koch Group consultants developed a wide variety of tips useful to individuals or organizations in their industry and the most extensive links and resources page of any company operating in their industry. We took special care to ensure visitors to the site could navigate it easily, pages loaded quickly, and needed information was easy to find, read, and print. We contracted for special assistance to optimize the site for search engines to ensure Internet users searching for any of their major products or accessories would find the web site on the first page of the search.
RESULTSWithin the first 30 days of the web site’s launch, the site was listed 1st, 2nd, or 3rd, or 1st and 2nd for all of their major products and over 90% of their 50 accessories plus ranking on the first page for many significant non-product or accessory keywords and phrases. A distributor called the firm to inform them that a contractor had placed an order with him with all the correct SKU number and description for even obscure accessories that saved the distributor and the client multiple phone calls to ensure the order was accurate. The company successfully shifted its Internet marketing from an electronic billboard to a proactive site that is the highest rated in the industry and is driving desired traffic to the client. Next: Custom Specialty Machine Builder >> If you would like more information about our industrial marketing services for manufacturers, please use our contact form or email us at info@kochgroup.com.
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