BENZ is a technological leader in machining heads for the woodworking and metalworking industries. BENZ tooling systems are engineered in Germany and sold and serviced in the United States at the company’s headquarters in Hickory, N.C., and Canada.
Markets Served:
Metalworking
Automotive
Aerospace
Military
Energy
Heavy equipment
Woodworking
Composites
Plastics
Services Provided:
Marketing consulting
Marketing survey
Strategic marketing plan
Responsive website design
Search engine optimization (SEO)
Website maintenance
Social media management
Google AdWords management
Tradeshow signage
Print ad design
Media placement
Brochure design
Email marketing
Blog development
Banner ad design and placement
Press release writing and distribution
Challenge:
BENZ USA is a subsidiary of a well-known German company and an established brand in European markets. Still, despite an excellent reputation for advanced engineering and tooling performance, the company’s North American presence, BENZ, Inc., lacked brand awareness in its target markets of wood, metal, and composites. The company desired to introduce its innovative metalworking aggregates to the U.S. market. Before hiring Gotham, the company marketed using internal resources. BENZ USA did not have a strategic marketing plan and had internal resources to handle digital (inbound) marketing tactics.
Results:
Gotham developed a strategic plan that encompassed a new web presence, print, and online marketing, trade shows, direct marketing, paid and organic search campaigns, and social media.
Within three years of Gotham managing BENZ, Inc.’s brand strategy, the company has experienced growth in name awareness, brand recognition, leads, and sales. Within a year of launching BENZ’s North American website, web visits were increased by 113%; page views increased by 86%. Gotham built a new social media presence on YouTube and Facebook for the company. Gotham built Facebook “Likes” to over 600 (and climbing) in just two months through social media content management. Since Gotham has worked with Benz, Inc., sales revenue has grown by 28% over its three target market segments: wood, metal, and composites.
