Case Studies / Manufacturing

How Curve Executes Manufacturing Marketing Projects

Curve Communications works with many Canadian manufacturing companies. Our digital marketing services are often contracted for a variety of initiatives. As a full-service agency, we love being the extended marketing team that our clients need.

A great example of our manufacturing marketing services comes from our work with RAD Torque Systems – a leading Canadian manufacturer of pneumatic, battery-powered, and electronic pistol grip torque wrenches.

Strapped For Time

The marketing director of RAD Torque Systems initially approached Curve because she didn’t have time to work on external marketing efforts. Her workday involved liaising with the company’s internal sales team and distributors, planning industry trade shows, and executing internal marketing strategies.

Her heavy involvement in daily operations – combined with the success of the company – meant growth marketing strategies were put on the back burner. She needed help with collateral, industry communications, digital advertising campaigns, building a new website, social media management, and video production.

Curve has been RAD’s digital marketing agency for years, functioning much like RAD employees. When we first started working with the Abbotsford-based manufacturer, we designed and created a new product catalogue, industry brochures, a trade show booth, and shipping boxes.

Since then, we have shot and edited a company video and built a new website. Despite RAD’s success, it needed consistent branding and messaging to accurately represent the business. This was especially true when pitching products to major users of extreme-duty torque wrenches, like Boeing and CN Rail.

RAD’s website needed to function as an effective, central sales tool. Now, it does.

Inbound Marketing Solutions: Success in Numbers

In the six months following the website’s launch, more than 47,000 users have visited RAD’s website. It receives around 400 page views each day. Traffic shows no signs of slowing down with a 43 percent increase in average daily page views.

If clicks aren’t convincing enough, consider that users spend an average of 2.8 minutes on the site.

“That might not seem like much time, but it’s above the industry standard of two minutes,” said Gina Robinson, Curve’s director of client services. “Visitors are willing to give RAD several minutes out of their days, which is a big win for brand awareness.”

Armed with new professional collateral, RAD Torque was ready to launch digital campaigns and drive traffic to the new website via Google AdWords. The campaign has been a major success. The company has received 5.9 million impressions since the AdWords campaign launched. In other words, the ads have been seen over five million times across the Google Display network.

“Curve’s work has helped strengthen RAD Torque as a brand,” said Irene Tod, the company’s director of marketing. “We can now refer potential clients to our catalogue, brochures and website with confidence that they are a true reflection of RAD.”

Reaching niche audiences outside of digital advertising channels is also important in the manufacturing industry. RAD is a member of DirectIndustry, the largest online industrial exhibition for equipment and components – with 11,500 exhibitors, 300,000 products, 90,000 catalogues and over 15,000 videos from more than 1,300 different business sectors.

Our digital marketing agency manages RAD’s DirectIndustry profile. The site features 61 RAD products, has yielded more than 4,000 clicks on RAD products, and has generated over 800 leads.

RAD’s relationship with Curve prevents the company’s marketing director from feeling overwhelmed by external marketing tasks. She can focus on daily operations and building relationships between sales teams and external stakeholders – without feeling like marketing is another item on her ever-growing to-do list.

“We’re really happy with our relationship with Curve,” Tod said. “Not only has the agency’s work helped RAD with new business development, it has also given me access to a team of knowledgeable marketing professionals that can help with projects at a moment’s notice. That’s invaluable to a busy, growing business like RAD.” 

Manufacturing Marketing: Internal and External

Manufacturing companies often need to market themselves to several audiences. In addition to targeting potential customers, businesses might also need to attract talented employees as they grow.

“When manufacturers expand, marketing to potential talent becomes just as important as advertising products,” said George Affleck, Curve’s Founder and CEO. “The strength of a business and its products lies in top-notch employees.”

Employees and customers are two audiences that require very different business marketing strategies.

Our Vancouver digital marketing agency worked with Motion Industries (a wholly-owned subsidiary of Genuine Parts Company) to establish its brand in a new market and to attract skilled employees. The company is a leading distributor of more than 5.6 million industrial equipment parts to over 150,000 customers in North America. It’s a publicly-traded $15 billion business with 511 branches, 15 distribution centres, and 42 service centres.

Motion is extremely successful and growing. After more than 60 years in business, the company expanded into Canada under the name Motion Canada.

The new branch of the business needed to position itself as a competitive and attractive employer for a wide range of jobs – from engineers and tech experts to sales professionals and product specialists. At the same time, Motion needed an end-to-end marketing plan to establish the Canadian branch and differentiate it from American and Canadian partners.

Discovering the Client's Needs

Curve’s work started with an in-depth Discovery meeting to get to know the company and optimize marketing efforts. Through this process, our marketing agency created detailed profiles of Motion Canada’s ideal customers in two areas of focus – first response and fluid power. We also identified the company’s strengths, weaknesses, and opportunities.

The Discovery process revealed a couple of major challenges: many people don’t know the company exists and current clients often think Motion Canada only sells a few specific products. In reality, the company sells millions of industrial parts.

“We like to conduct Discoveries with every manufacturing client before diving into marketing efforts because it ensures we’re going after the right targets,” Affleck said.

The Discovery process gave our full-service digital marketing agency the foundation to establish Motion Canada’s brand digitally. Without the Discovery, we might not have known that Motion’s value lies in its wide, comprehensive array of products.

Our job was to ensure current and potential customers knew that, too. Curve worked with Motion to develop a marketing strategy that included paid social, Google advertising, landing pages, conversion tracking, video production, email campaigns, and traditional advertising.

“Curve’s Discovery process helped our company establish key goals and needs,” said Shannon Wand, Motion Canada’s Internal Communications Manager. “Having that external perspective really brought clarity to the challenges we needed to overcome.”

Motion Canada is growing strong, with over 750 employees at more than 50 branches, 10 shops, and two distribution centres.

Building New Brands

CRAFT Artisan Wood Floors approached Curve for our digital marketing services because it needed help promoting its rebrand. After 15 years as Antique Impressions, the company changed its name and logo to better reflect its products and overall business philosophy. Curve was hired to generate awareness about the change through social media and to increase leads with Google, Facebook, Instagram, Pinterest, and Houzz ads.

Founded in 2001, CRAFT has grown from one collection of high-quality, handcrafted, contemporary, and rustic wood flooring to nine. With a fresh brand, the company also wanted to establish itself as the leading premiere artisan wood floor company in international markets.

Since Curve started working with CRAFT, engagement rates are up 125 percent and ads have received hundreds of thousands of impressions and clicks. Thanks to this success, the company has expanded its digital marketing strategy into new markets across North America and continues to drive impressive results.

Developing a Manufacturing Marketing Plan for Each Client

Whether a manufacturing company produces tools, wood floors, or another product, marketing is necessary to ensure continuous growth and to maintain a polished and professional brand.

Employees don’t have time to deal with marketing tasks because they are busy running the company.

At Curve, we understand what it’s like to have an evergrowing to-do list. We’ve worked with manufacturing companies for years – helping time-strapped marketing managers build successful campaigns, attract new talent, launch rebrands, and more.

Our digital marketing services team gets to know each manufacturing company and its specific needs, then functions as part of the team – getting results for marketing managers while also taking the burden off their shoulders.

Need an experienced team to manage your next manufacturing marketing campaign?

Reach out to the experts at Curve today!

TABLET LAYOUT BELOW

Curve has been RAD’s digital marketing agency for years, functioning much like RAD employees. When we first started working with the Abbotsford-based manufacturer, we designed and created a new product catalogue, industry brochures, a trade show booth, and shipping boxes.

Since then, we have shot and edited a company video and built a new website. Despite RAD’s success, it needed consistent branding and messaging to accurately represent the business. This was especially true when pitching products to major users of extreme-duty torque wrenches, like Boeing and CN Rail.

RAD’s website needed to function as an effective, central sales tool. Now, it does.

Inbound Marketing Solutions: Success in Numbers

In the six months following the website’s launch, more than 47,000 users have visited RAD’s website. It receives around 400 page views each day. Traffic shows no signs of slowing down with a 43 percent increase in average daily page views.

If clicks aren’t convincing enough, consider that users spend an average of 2.8 minutes on the site.

“That might not seem like much time, but it’s above the industry standard of two minutes,” said Gina Robinson, Curve’s director of client services. “Visitors are willing to give RAD several minutes out of their days, which is a big win for brand awareness.”

Armed with new professional collateral, RAD Torque was ready to launch digital campaigns and drive traffic to the new website via Google AdWords. 

The campaign has been a major success. The company has received 5.9 million impressions since the AdWords campaign launched. In other words, the ads have been seen over five million times across the Google Display network.

“Curve’s work has helped strengthen RAD Torque as a brand,” said Irene Tod, the company’s director of marketing. “We can now refer potential clients to our catalogue, brochures and website with confidence that they are a true reflection of RAD.”

Reaching niche audiences outside of digital advertising channels is also important in the manufacturing industry. RAD is a member of DirectIndustry, the largest online industrial exhibition for equipment and components – with 11,500 exhibitors, 300,000 products, 90,000 catalogues and over 15,000 videos from more than 1,300 different business sectors.

Our digital marketing agency manages RAD’s DirectIndustry profile. The site features 61 RAD products, has yielded more than 4,000 clicks on RAD products, and has generated over 800 leads.

RAD’s relationship with Curve prevents the company’s marketing director from feeling overwhelmed by external marketing tasks. She can focus on daily operations and building relationships between sales teams and external stakeholders – without feeling like marketing is another item on her ever-growing to-do list.

“We’re really happy with our relationship with Curve,” Tod said. “Not only has the agency’s work helped RAD with new business development, it has also given me access to a team of knowledgeable marketing professionals that can help with projects at a moment’s notice. That’s invaluable to a busy, growing business like RAD.” 

Manufacturing Marketing: Internal and External

Manufacturing companies often need to market themselves to several audiences. In addition to targeting potential customers, businesses might also need to attract talented employees as they grow.

“When manufacturers expand, marketing to potential talent becomes just as important as advertising products,” said George Affleck, Curve’s Founder and CEO. “The strength of a business and its products lies in top-notch employees.”

Employees and customers are two audiences that require very different business marketing strategies.

Our Vancouver digital marketing agency worked with Motion Industries (a wholly-owned subsidiary of Genuine Parts Company) to establish its brand in a new market and to attract skilled employees. The company is a leading distributor of more than 5.6 million industrial equipment parts to over 150,000 customers in North America. It’s a publicly-traded $15 billion business with 511 branches, 15 distribution centres, and 42 service centres.

Motion is extremely successful and growing. After more than 60 years in business, the company expanded into Canada under the name Motion Canada.

The new branch of the business needed to position itself as a competitive and attractive employer for a wide range of jobs – from engineers and tech experts to sales professionals and product specialists. At the same time, Motion needed an end-to-end marketing plan to establish the Canadian branch and differentiate it from American and Canadian partners.

Discovering the Client’s Needs

Curve’s work started with an in-depth Discovery meeting to get to know the company and optimize marketing efforts. Through this process, our marketing agency created detailed profiles of Motion Canada’s ideal customers in two areas of focus – first response and fluid power. We also identified the company’s strengths, weaknesses, and opportunities.

The Discovery process revealed a couple of major challenges: many people don’t know the company exists and current clients often think Motion Canada only sells a few specific products. In reality, the company sells millions of industrial parts.

“We like to conduct Discoveries with every manufacturing client before diving into marketing efforts because it ensures we’re going after the right targets,” Affleck said.

The Discovery process gave our full-service digital marketing agency the foundation to establish Motion Canada’s brand digitally. Without the Discovery, we might not have known that Motion’s value lies in its wide, comprehensive array of products.

Our job was to ensure current and potential customers knew that, too. Curve worked with Motion to develop a marketing strategy that included paid social, Google advertising, landing pages, conversion tracking, video production, email campaigns, and traditional advertising.

Motion Canada is growing strong, with over 750 employees at more than 50 branches, 10 shops, and two distribution centres.

CRAFT Artisan Wood Floors approached Curve for our digital marketing services because it needed help promoting its rebrand. After 15 years as Antique Impressions, the company changed its name and logo to better reflect its products and overall business philosophy. Curve was hired to generate awareness about the change through social media and to increase leads with Google, Facebook, Instagram, Pinterest, and Houzz ads.

Founded in 2001, CRAFT has grown from one collection of high-quality, handcrafted, contemporary, and rustic wood flooring to nine. With a fresh brand, the company also wanted to establish itself as the leading premiere artisan wood floor company in international markets.

Since Curve started working with CRAFT, engagement rates are up 125 percent and ads have received hundreds of thousands of impressions and clicks. Thanks to this success, the company has expanded its digital marketing strategy into new markets across North America and continues to drive impressive results.

Developing a Manufacturing Marketing Plan for Each Client

Whether a manufacturing company produces tools, wood floors, or another product, marketing is necessary to ensure continuous growth and to maintain a polished and professional brand.

Employees don’t have time to deal with marketing tasks because they are busy running the company.

At Curve, we understand what it’s like to have an evergrowing to-do list. We’ve worked with manufacturing companies for years – helping time-strapped marketing managers build successful campaigns, attract new talent, launch rebrands, and more.

Our digital marketing services team gets to know each manufacturing company and its specific needs, then functions as part of the team – getting results for marketing managers while also taking the burden off their shoulders.

Need an experienced team to manage your next manufacturing marketing campaign?

Reach out to the experts at Curve today!