$137.8B U.S. ad spend for top 200 advertisers
We are developing the messages that position Makino as the trusted partner that provides the leading-edge solutions, know-how and dependable support that helps these U.S. manufacturers compete on the global stage. This lets our customers focus their energy on making what matters most in their businesses.
This effort is much more than a technical spreadsheet or engineering equation. It has to reach deeper than the typical rational arguments we are accustomed to making.We typically win the technical sale, but for us to be even more successful, we wanted to find a way to help our brand connect with the feelings of manufacturers about their businesses and the value they bring to so many others. This seemed like a perfect opportunity to expand and leverage our existing social media communities on Facebook, LinkedIn, Twitter and YouTube, which would be supported by our normal public relations effort. In addition, we began to shift our case studies, web and custom content to reflect this more personal messaging.
This tactical shift has led to a significant increase in referrals to our website and increased web traffic.We encourage social sharing and respond promptly to comments and other posts. We are pleased to see a significant increase in customer engagement in a marketplace which is frequently dominated by Non Disclosure Agreements protecting unique competitive advantages in a global manufacturing marketplace.Our Facebook "like" growth increased 600% and our YouTube subscribers increased by almost 100%, further illustrating the power of connecting with people. Our employees embrace each new metal-cutting challenge and thrive under the pressure to perform, deliver and satisfy the requirements which our customers specify.Our customers are actually playing a role in the way we develop and deliver our messages as the campaign evolves.We are connecting in new ways to support our customers' efforts to achieve even more, by making what matters.