Bosch Rexroth is a global manufacturer of drive, motion, and control solutions including hydraulics, pneumatics, electric drives and controls, and linear motion and assembly technologies. In 2007, while customers were accustomed to longer lead times for its premium pump products, Bosch Rexroth Hydraulics discovered it had available manufacturing capacity for its hydraulic cylinders. The company wanted to find an effective way to promote the sales of these products, without sacrificing its technology leadership position. As their agency of record since 2001, they came to Godfrey for help.
Godfrey recommended and executed a fully integrated program using a variety of online tactics to promote hydraulic cylinders. All the parts of the program were designed to work together to provide a planned customer experience and make the transition to the next phase of the selling process seamless. Some of these elements included the following:
Search engine marketing
E-newsletters
E-news sponsorships
Online ads
Public relations
Web landing pages
Analytics
The theme, Bosch Rexroth quality in five days, announced product availability while continuing to reinforce the brand.
In the first several months of the program, the promotion received two million impressions, generated more than 10,000 visits to their Website, and more than 90 sales leads. With the average sale price ranging between $100,000 and $1,000,000 per opportunity, the value of these additional leads to Bosch Rexroth Hydraulics was well into the tens of millions of dollars. As we do with all client programs, Godfrey continues to monitor the program and has instituted a process of continuous improvement to make changes that enhance its effectiveness.