Marketing Planning and Website for AIndustrial

Building the foundations for growth with a strategic focus and targeted website

AIndustrial is a young business, built on a reputation of innovation and excellence within the demanding industrial automation market. We developed marketing messaging for three distinct segments, differentiating AIndustrial from established competitors and creating content for a new website.

The business challenge

AIndustrial had started strongly and the director wanted to grow the business, not only with traditional industrial automation services, but also applying their skills in advanced design, artificial intelligence (AI) and machine vision.

He wanted a website that would differentiate AIndustrial from more staid competitors, while remaining appealing to customers with more conventional projects.

Building on competitive differentiation

We worked together to understand their different types of customer and how they think about industrial automation projects. We narrowed down three key segments and the characteristics of the decision makers which AIndustrial wanted to work with.

Starting from these perspectives, we considered the shortcomings of competitors and how their customers are missing out. This led us to understand which aspects of AIndustrial’s services should be emphasised in their marketing to be most appealing to prospective customers.

The main challenge for the new website would be making it insightful and accessible to business owners who are not familiar with all the possibilities of industrial automation, while providing quick facts for more technical buyers.

We created texts for the website that headlined the business/operational challenges, then developed them through specific solutions. We also drew out technical messages for knowledgeable buyers who are looking for specific capabilities and experience, using terminology that allows them to quickly see that we should be on their shortlist.

Creating messaging for the new website

Making best use of customer case studies

We were very keen to demonstrate the outstanding track record of AIndustrial and their director, but with partnership agreements and projects which were delivering a unique competitive advantage, we were very limited in what could be published.

By focusing on the commercially demanding and safety-critical environments in which AIndustrial have delivered projects, we used mini case studies to provide the reassurance and highlight the key words and phrases that customers would be looking for.

Outcomes

AIndustrial has benefited from strong sales with the support of the new website and marketing focus. Achaleon continues to provide strategic marketing advice and have been asked to develop the new marketing plan.