I built the entire marketing function for Fredk Pollard, precision machine tool manufacturer and UK distributor for Japanese manufacturer Mori Seiki. Starting with a blank sheet, I wrote the company’s first marketing strategy and delivered it, from competitor analysis through hospitality events to forming partnership agreements with clients.
• Competitor analysis – an in-depth benchmark exercise showed how the company compared to its rivals in the sector, and helped to establish its USP
• Partnership agreements with key clients – new, formal agreements capitalised on the mutual financial benefits linked to brand strength
• Hospitality events for key clients – visits to the manufacturing plant in Japan and Mercedes Benz car museum in Germany, as well as Formula One Grand Prix events
• Industry recognition – including securing a Machine Tool Industry award
• Advertising campaigns – campaigns launched for the first time, targeting sectors from aerospace to motorsport, and showcasing the company’s 80 year heritage and reputation for quality, combined with its contemporary market-leading performance
• Media relations – good working relationships with editors of the sector press maximised opportunities and helped deliver national and international coverage, including radio and local TV
• in-house communications – a new programme including a regular company newsletter brought together the engineers who worked on the shopfloor and the office-based teams
The marketing strategy I developed resulted in a significant boost to the company’s brand and reputation – one trade press editor said that I “put Fredk Pollard on the map”. By switching focus to its service, support and customisation and turn-key services I set it apart from its competitors. Fredk Pollard became known as ‘easy to do business with’ and clients wanted to be associated with the Pollard brand.