With a focus on targeted industries and regions, TR has chosen some key shows to exhibit throughout 2016, including Automechanika at the NEC in June and the Global Automotive Components and Suppliers Expo in Stuttgart, Germany, both targeted at the automotive industry"
Abi Burnett |
Head of Marketing
Sian Whitlock |
Artwork and Marketing Co-ordinator
Dan Jeffryes |
Tom Dewhurst |
Marketing Projects Assistant
TR Marketing has had a busy 12 months.
The key areas of focus for us have been the new trading website, global exhibitions, monthly digital promotion of TR's product ranges and the ongoing PR and advertising of the global brand. The team works with global sales to develop the most relevant and up-to-date marketing material for the Group. The initiatives have included new industry specific brochures and videos showing TR's manufacturing capabilities around the globe, a new corporate presentation updated with key information for customers, an increased range of product literature and a new 'Introduction to TR' brochure. With a new location in Germany and increasing sales into Mexico and Spain, Marketing is also working with TR locations around the globe to build a library of multi-lingual material.
The new global trading website has been a key focus, with the team working closely with industry and product specialists to update content. It was vital that this was done to ensure that TR is found on search engines not only for its products, but for the support the Company offers as a full service provider to a range of industries.
The design of the website was developed in-house by the team, who worked closely with programmers and a Search Engine Optimisation (SEO) Consultant to ensure that the site is functional as well as clean and modern. The user experience is key, with various tools for monitoring statistics and visitor behaviour and regular updates and design changes implemented to ensure TR is ahead of the game at all times.
With the launch of the new website, regular monthly email promotions, exhibitions and ongoing PR and advertising, it is important for the team to be able to monitor how effective the various campaigns are. With the increase in digital marketing, tracking has become more readily available with statistics on 'clicks' and 'opens' that can be followed up by the sales teams around the globe. Reports are compiled in-house for the various product promotions that include email statistics and sales figures for the specific ranges that have been marketed, showing what impact the promotion had and whether the team needs to assess how and who to target in the future.
With a focus on targeted industries and regions, TR has chosen some key shows to exhibit at throughout 2016, including Automechanika at the NEC in June and the Global Automotive Components and Suppliers Expo in Stuttgart, Germany, both targeted at the automotive industry.
With an aim of growing our sales into new areas, our US team will be exhibiting at the Fastener Fair Mexico in May, and in Europe we have some 'Meet the Buyer' events coming up in Poland that will be visited by key personnel from a range of industries. Marketing work with the global sales teams to organise and promote TR's attendance at these shows, focusing on the key services and products TR offers. Press releases, email promotions and staff signatures are just a few of the ways TR lets people know where it is going to be exhibiting. Behind the scenes, the team is designing and developing new exhibition stands, tailored literature and promotional material making the Group stand out from the crowd.
TR Marketing is constantly working on unique ways to promote the Group. For example, the Easter campaign 'Find the hidden Easter Eggs', encouraged people onto the new website to find six hidden Easter Eggs that had been strategically placed in images in key sections on the site. Not only was this a very successful promotion with many customers commenting how much fun it was, it increased the visits to the new website. The future of marketing is ever changing, with automation and digital trends becoming more and more prominent and the TR Marketing team work continually on developing how it promotes the Company to the market place and on the most effective ways to monitor success.