BENZ is technological leader for the production of 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., as well as in Canada.
BENZ is an established brand in European markets, but despite a great 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. Gotham developed a strategic plan that encompassed a new web presence, print and online marketing, trade shows, direct marketing, both paid and organic search campaigns and social media.
After 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%, in the same time period, page views increased by 86%. Gotham built a new social media presence for the company on YouTube and Facebook. Through social media content management, Gotham was able to build Facebook “Likes” to over 600 (and climbing) in just two months’ time. Since Gotham has worked with Benz, Inc., sales revenue has grown by 28% over its three target market segments of wood, metal and composites.