Venkel LTD. Uses Integrated Content Marketing to Generate New Leads and Drive Sales
VENKEL LTD., founded in 1986 and located in an area of Austin, Texas, known as Silicon Hills, is a manufacturer and a leading supplier of surface mount passive components. www.venkel.com
Challenge: This client wanted a complete overhaul of their marketing program. We were retained as outside marketing experts to work with the client’s internal sales and marketing team. This marketing engagement has been on-going for the past 11 years based on delivering results year after year.
Solution: Various marketing programs (mostly inbound and online plus traditional print advertisements and an annual printed product catalog) were implemented after annual face-to-face meetings with the President, Director of Sales & marketing and the Director of Engineering.
Based on these meetings, we provided the following:
- A complete redesign of the corporate Website
- Developed a parametric part number (P/N) search application to help design engineers quickly and easily find the correct P/N from a database of over 22,000+ parts
- Product datasheets with links to the P/N search application
- Created P/N cross reference guides to help customers find the correct Venkel equivalent part
- Contact an in-house engineer with technical questions on a specific part
- Ability to order engineering kits (critical in getting design wins)
- An extensive online library of engineering support content including electrical characteristics data and technical articles such as Soldering Profiles and Storage & Shelf Life of MLCC’s (Creation and updates of the content was handled by us)
- An online library of documents related to RoHS compliance
- Created a dedicated section on the Website for supply chain management (Value Added Services)
- Wrote search engine optimized (SEO) copy for the site
- Created a new monthly email newsletter and wrote new copy for each issue – 1st Alert
- Researched and signed up client to online engineering resource GlobalSpec for lead generation
- Developed their current tagline – Actively Redefining Surface Mount Passives
- Emphasized their points of differentiation – factory-direct pricing with the flexibility of distribution, very large inventory with same day shipping on most standard parts in stock, engineering kits with liberal sampling policy, bar-coding, bonded inventory and EDI , consigned inventory/auto replenishment system and support for new product introductions (NPI),
- Designed a new product catalog every year
- Repurposed it for online use and kept it current with frequent updates throughout the year and between print runs
- Developed concepts, designed and wrote print ads for trade publications and directories
Results:
- Site traffic and leads generated – See lead generation case study
- Added new prospects and leads with email marketing – See email marketing case study
- Higher rankings in search engine results (as of 1/31/2011):
- #1 position (out of 1,450,000 results) in Google for surface mount passives
- #3 position (out of 2,040,000 results) in Google for surface mount components
- #8 spot (out of 412,000 results) in Google for chip capacitors
- “Great job! I love it. I wanted to say thanks for the excellent work that has been done by you and your team on our new Web site over the past few months. Your technical skills, professionalism, flexibility and insight were very helpful and impressive, especially when we asked you to work within tight deadlines. I know there are scores of Web developers out there who claim to be the best. We're very pleased to have selected you as our partner. I would not hesitate to recommend Tiecas to anyone wanting to start a new site or improve an existing one.” Anil R. Venkatrao, President
- “Very nice! This looks excellent. I know Nathan probably already told you to proceed but just wanted to let you know that I really like this one! Also, wanted to say thanks for being such a reliable partner. Checking each issue and giving us these updates is a nice touch. We appreciate it!” Bob M. Perez, Director of Sales & Marketing
Need results like this? Give us a call at 713.532.6490 or email us.
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