Industry: Manufacturing

How We Transformed the Digital Profile of a Global Winch and Crane Manufacturing Company with Influential Market Research

Project Overview

Thern, Inc. is a global winch and crane manufacturer based in Minnesota with over 70 years of experience in providing top-quality lifting, pulling, and positioning equipment. Thern chose DRPM to perform research to gain valuable insight into their audience and competitors, develop an SEO-optimized website, and deploy a robust digital marketing campaign to drive web traffic and qualified leads.

The Challenge

Thern had an ideal opportunity to elevate their website and overall digital marketing strategy to attract new business. They wanted to be found organically and through new media avenues, as well as understand what their end-users and distributors found most important regarding products and services. To achieve these goals, research needed to be done to gain a clear understanding of how Thern was positioned in the market against competitors, confirm how prospective customers preferred to find their suppliers, and how to reposition their product lines and naming conventions to match the search intent of their clients. Thern also needed a fully integrated ROI tracking platform to validate the results of their marketing efforts.

DRPM's Solution

Our first step was to utilize our experienced research team to conduct a blind market study that segmented respondent data by industry, distributor, and end-user, in addition to vetting new service concepts and validating the proposed brand positioning. We conducted an in-depth competitive digital audit to discover the organic SEO keywords on the Thern website, as well as the paid and organic digital campaign efforts among Thern’s top three competitors. Backed by the proper research, we created a new SEO-optimized, user-friendly website and corresponding digital marketing campaign to align with the client’s goals.

Our Results


Increase in Web Traffic


In Lead Value


Reduced Cost Per Lead


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marketing case study
marketing case study
marketing case study

What Did They Say About Us?

“Liz Diedrich and team are a small but powerful boutique marketing firm. Their strength is in the digital space, but they can really do it all. I highly recommend them!”
—John Lund, Vice President of Sales and Marketing for Thern, Inc.

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