Casestudy

PB develops BRAND AWARENESS and ONLINE PRESENCE to increase sales.


INTRODUCTION

PB Machine Tech is an industrial firm located in Bagenalstown, Co. Carlow. The company manufactures hydraulic cylinders and precision machines components for various sectors including construction, agriculture and material handling. They make the ‘muscles of the machines‘.

PB Machine tech is part of the  Burnside group which was founded in 1974. In 1988, PB Machine Tech was founded by Paddy Byrne, his daughter Lily Holmes and sons Pat & Paschal Byrne. Originally opened to supply components for cylinders, PB Machine Tech grew rapidly to also make hydraulic cylinders.

THE CHALLENGE

The company has a strong customer base and a well maintained stream of business. But with a dated non-responsive website and no social media presence at all their was definitely an online opportunity to market the business, especially with Brexit looming in the background. With Brexit possibly affecting exporting and importing to the UK Market, an online avenue was needed to reach out to other european and international markets.

The company needed to acquire new clients and continue the growth with existing clients through increasing brand awareness and a new online presence.

“Online adults aged 18-34 are most likely follow a brand via social networking (95%). “

Dr. Liva LaMontagne, Editorial Research Manager , MarketingSherpa

THE SOLUTION

In February 2019, the company rebranding began. With various branding processes generating the company idea of ‘quality’ ‘dependability’ and ‘expertise’. The dated logo was also changed also to reflect precision and strength.

Your brand is what other people say about you when you’re not in the room.”

Jeff Bezos , founder of Amazon

With the new branding completed the company also created of a new mobile responsive website and clearer and more defined product offering. With a new user friendly website and a clear message of the company’s main product ‘the Hydraulic Cylinder’ the platform was set to activate the social media channels. Linkedin and Youtube were the two main social media platforms chosen with an existing twitter account also updated.

With regular updates the new company Linkedin account began to gain traction during trade shows home and abroad. But it was the CEO Lily Holmes been nominated for Ernst & Young entrepreneur of the year 2019 that also provided the company with an excellent marketing opportunity. A ‘ Woman in a Mans World‘. A female CEO leading a successful engineering firm in a male dominated industry was a great angle to approach. And with only 4 woman in the EY Entrepreneur Of The Year™ final out of 24 it was a shout out for ‘Girl Power’.

With regular updates of Lily Holmes the CEO at events and doing various interviews for EY Entrepreneur Of The Year™ competition the online following and interest increased with messages of support and new users and existing customers.

Going from 0 to 146 organic followers in 8 months, Linkedin proved effective. With existing clients and head purchasing managers of large machinery firms as a main target, linkedin was the ideal environment to reach out. Linkedin messaging from business managers worked well as opposed to them actually calling the company.

“57% of customers would rather contact companies via digital media such as email or social media rather than use voice-based customer support.”

Hemani Sehgal

The company also began a youtube channel. Showcasing the company very well with its internal camera videos of lathe machines in operation. With 1.9 billion users worldwide (Statista, 2019) youtube is the go to platform for most people to get a visual before anything else. The company youtube channel is still gathering momentum and with embedded videos throughout the website you really get a feel for the company’s core values of precision machining and the work that goes into producing a quality product.

CONCLUSION

With a new online springboard the company’s brand was finally out there. And with many potential clients such as Toyota and Still visiting to name a few it was good time to have the brand updated. The company also recevied good exposure when RTE spent the day filming the Ernest & Young competition interview and company overview video which will be aired on RTE and accross all social media channels at the EY awards ceremony on Nov 21st.

The company had some measurable results in the marketing tools that were used, in particular google analytics.

Google Analytics – User and new users – results from February 2019 – October 2019 (in compared with same period in 2018)

Google Analytics – Mobile Users increases as website is more responsive to moible environments – results from February 2019 – October 2019 (compared with same period in 2018)

REFERENCES