Case Studies / Manufacturing

How Curve Helps Manufacturing Companies

Curve Communications works with Canadian manufacturing companies, often contracted to help with a variety of marketing initiatives. As a full-service agency, we love being the extended marketing team that our clients often don’t have. We love to help wherever we can! One great example of this is RAD Torque Systems, a leading Canadian manufacturer of pneumatic, battery powered and electronic pistol grip torque wrenches.

Strapped For Time

RAD Torque Systems’ marketing director 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 marketing strategies to grow the business were, by order of priority, on the back burner. She needed help with a variety of collateral, industry communications, digital advertising campaigns, a new website, social media management, video production and much more.

Curve has now been RAD’s marketing team for a couple of 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. We also 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 when pitching products to major users of extreme-duty torque wrenches like Boeing and CN Rail. RAD’s website, in particular, needed to function as an effective, central sales tool and now it does just that.

Success in Numbers

In the six months following the website’s launch, more than 47,000 users have visited RAD’s website and it receives around 400 page views each day. Traffic also shows no signs of slowing down – with a 43 per cent increase in average daily page views. But if clicks aren’t convincing enough, 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 using Google AdWords. The campaign has been a major success. The company has received 5.9 million impressions since the AdWords campaign launched, so 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 digital advertising channels is also important in the manufacturing industry. RAD is a member of DirectIndustry, which is 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. Curve manages RAD’s DirectIndustry profile. The site features 61 RAD products, has yielded more than 4,000 clicks on RAD products and generated over 800 leads. RAD’s relationship with Curve means the company’s marketing director no longer feels 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 giant 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.” 

Marketing To Multiple Audiences

In the six months following the website’s launch, more than 47,000 users have visited RAD’s website and it receives around 400 page views each day. Traffic also shows no signs of slowing down – with a 43 per cent increase in average daily page views. But if clicks aren’t convincing enough, users spend an average of 2.8 minutes on the site.

Manufacturing companies often need to market themselves to several audiences for a variety of reasons. For example, in addition to targeting potential customers, a business might also need to attract talented employees as it grows.

“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.”

But employees and customers are two very different audiences that require two very different marketing strategies.

Curve worked with Motion Industries (a wholly-owned subsidiary of Genuine Parts Company) to help establish its brand in a new market and 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 is 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 to sales professionals, tech experts, product specialists and more. But it also needed an end-to-end marketing plan to establish the Canadian branch and differentiate it from American and Canadian partners.

 

Discovering a 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, we 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 existing clients often think Motion Canada only sells a few specific products when it actually 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 Curve the foundation to establish Motion Canada’s brand digitally in Canada. Without the discovery, we might not have known that Motion’s value is that it sells everything industrial companies need. Our job was to ensure current and potential customers knew that too. Curve worked with Motion to develop a comprehensive marketing strategy that included paid social, Google advertising, landing pages, conversion tracking, video production, email campaigns, traditional advertising and more.

“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

As manufacturing companies expand, they sometimes outgrow their brands. This is not uncommon. Products evolve, customer needs change and business philosophies shift. Or sometimes a brand – especially one that’s been around for a long time – gets outdated and requires a makeover.

Regardless of the reason for rebranding, companies must market major changes to existing and new customers to avoid confusion and to strengthen the new brand.

“The key to a successful rebrand is having a solid marketing strategy in place,” said Gina Robinson, Curve’s director of client services. “Without that, you risk alienating long-time customers and confusing prospective ones.”

CRAFT Artisan Wood Floors approached Curve 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.

CRAFT was founded in 2001 and in just 18 years, has grown from one collection of high-quality, handcrafted, contemporary and rustic wood flooring, to nine. So, 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 per cent 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.

Manufacturing marketing plans just for you

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.

Most manufacturers realize this fact. Employees just 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 ever-growing 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 much more.

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

TABLET LAYOUT BELOW

Curve has now been RAD Torque Systems’ marketing team for a couple of 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. We also 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 when pitching products to major users of extreme-duty torque wrenches like Boeing and CN Rail. RAD’s website, in particular, needed to function as an effective, central sales tool and now it does just that.

Success in Numbers

In the six months following the website’s launch, more than 47,000 users have visited RAD’s website and it receives around 400 page views each day. Traffic also shows no signs of slowing down – with a 43 per cent increase in average daily page views. But if clicks aren’t convincing enough, 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 using Google AdWords.

The campaign has been a major success. The company has received 5.9 million impressions since the AdWords campaign launched, so 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  of RAD.”

Reaching niche audiences outside digital advertising channels is also important in the manufacturing industry. RAD is a member of DirectIndustry, which is 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. Curve manages RAD’s DirectIndustry profile. The site features 61 RAD products, has yielded more than 4,000 clicks on RAD products and generated over 800 leads. RAD’s relationship with Curve means the company’s marketing director no longer feels 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 giant 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.” 

Marketing To Multiple Audiences

In the six months following the website’s launch, more than 47,000 users have visited RAD’s website and it receives around 400 page views each day. Traffic also shows no signs of slowing down – with a 43 per cent increase in average daily page views. But if clicks aren’t convincing enough, users spend an average of 2.8 minutes on the site. 

Manufacturing companies often need to market themselves to several audiences for a variety of reasons. For example, in addition to targeting potential customers, a business might also need to attract talented employees as it grows.

“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.” 

But employees and customers are two very different audiences that require two very different marketing strategies. 

Curve worked with Motion Industries (a wholly-owned subsidiary of Genuine Parts Company) to help establish its brand in a new market and 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 it’s 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 to sales professionals, tech experts, product specialists and more. But it also needed an end-to-end marketing plan to establish the Canadian branch and differentiate it from American and Canadian partners.

Discovering a 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, we 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 existing clients often think Motion only sells a few specific products when it actually 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 Curve the foundation to establish Motion Canada’s brand digitally in Canada. Without the discovery, we might not have known that Motion’s value is that it sells everything industrial companies need. Our job was to ensure current and potential customers knew that too. Curve worked with Motion Canada to develop a comprehensive marketing strategy that included paid social, Google advertising, landing pages, conversion tracking, video production, email campaigns, traditional advertising and more.

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

Building New Brands

As manufacturing companies expand, they sometimes outgrow their brands. This is not uncommon. Products evolve, customer needs change and business philosophies shift. Or sometimes a brand – especially one that’s been around for a long time – gets outdated and requires a makeover.

Regardless of the reason for rebranding, companies must market major changes to existing and new customers to avoid confusion and to strengthen the new brand.

“The key to a successful rebrand is having a solid marketing strategy in place,” said Gina Robinson, Curve’s director of client services. “Without that, you risk alienating long-time customers and confusing prospective ones.”

CRAFT Artisan Wood Floors approached Curve 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.

CRAFT was founded in 2001 and in just 18 years, has grown from one collection of high-quality, handcrafted, contemporary and rustic wood flooring, to nine. So, 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 per cent 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

Manufacturing marketing plans just for you

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.

Most manufacturers realize this fact. Employees just 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 ever-growing 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 much more.

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