Spectronic

The company employed Mary Cousins, international marketing specialist, to help adjust to the new identity.

The first steps were:

• To undertake market research to identify global competitors, users and routes to market
• To take ownership of the branding, something that had been neglected since the acquisition.
• To start to position the CamSpec range of instruments separately from the instruments that could be sold only in the UK
• To start to review the current network of distributors that had largely been inherited, and to start to stimulate existing and find new partners
• To start to create marketing materials and initiatives to boost sales
• To start to manage the customer database and look after this asset more proactively
• To bring digital marketing in-house and undertake the necessary training to carry out web design and maintenance, visitor monitoring, email marketing, SEO, LinkedIn, Twitter.

Outcomes of the project:

• Sales have started to increase, both in the UK and internationally
• Management feels more in control of marketing spend, activity and results
• New opportunities for sale of products in the UK and internationally are emerging
• Additional staff have been taken on
• The company is exhibiting in its own right at a major international trade show to attract additional well-placed distributors end engage with existing partners and suppliers

Mark Brereton, MD, said of the project
‘Mary’s experience in international marketing has allowed us to improve our procedures for export marketing and sales. A lot of these procedures have been implemented for the UK side of the business as well, both have seen an upturn on the number of enquiries and ultimately sales. It has been a pleasure to work with Mary and I hope to continue our relationship.’