How We Dramatically Increased Website Traffic and Sales Accounts for an Established Machine Part Manufacturer by Leveraging Market Research
Founded in 1945, Cass Precision Machining produces high-quality machined parts from prototyping to high-volume production, with expertise in Swiss machining, CNC machining, screw machining, and finish grinding. Cass chose DRPM to conduct market research to revitalize company branding/positioning, which impacted the development of a new website and various marketing efforts to enhance search results and overall sales.
Cass wanted to understand how to effectively position and brand themselves in the marketplace to further grow their business. They also wanted to expand their sales beyond the production of round parts. At the time, their site was not SEO-optimized, and digital marketing campaigns were not in place.
Our first step was to complete internal and external research to validate Cass’s market position, identify areas for growth, and leverage original equipment manufacturer (OEM) buying motivators and barriers. We evaluated new name/brand position ideas as a part of this study. Based on the results, we recommended changing the company name to Cass Precision Machining instead of Cass Screw Machine to support a broader scope of production capabilities. From there, we created messaging and a marketing strategy based on the research findings, which included the development of their new tagline “Consistent. Reliable. Trusted.” Next, we developed and launched an SEO-optimized website, a lead generation marketing strategy, strategic public relations support, and a custom ROI dashboard.