Challenge:
Bosch Rexroth's Food and Packaging market team wanted to be positioned as an industry expert and extend their
brand positioning into a key vertical market.
Godfrey Solution:
As part of a multi-faceted marketing and communications strategy, Godfrey developed an integrated program to
drive prospective customers to the website. We developed an e-mail newsletter featuring timely, topical
and non-promotional information about the industry and automation subjects of interest to the audience.
The e-newsletter included solid content through non-promotional success stories and product highlights,
as well as aggregating content from industry publications. Subscribers were able to access deeper information
on the web site with one mouse-click. We built various information "capture" devices into the web site to help
prospects break anonymity and engage the company.
Results:
Since this was a new market section of the web site, activity was zero when the program started. Within a
few months, the sustained program built regular traffic of about 300 visits a week and continued ramping up to
1,000 visits a week within the first year. The E-newsletter continues to generate a 10-20% response rate and
has an opt-out rate of less than 1%. The subscriber list that started at 200 subscribers has grown to over
3,000 in just a few years.