Fredk Pollard & Co Ltd – Creating a marketing function from scratch

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.

Key success components

• 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 result

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.

“Tracey is highly professional, committed and very determined – she will always find a way around a challenge. She’s creative but also great at making things happen. One of her talents is to spot an opportunity and then see it through. She is excellent at taking centre stage, whether it’s talking to clients or out at exhibitions and conferences. As a marketing professional, she really put my business on the map”

Simon Pollard