A global leader in machine tools, factory automation, and the sole manufacturer of the Muratec brand, Murata Machinery USA, INC. (MMUSA), is comprised of five business divisions: Turning, Fabrication, Material Handling, Clean Room and Textiles.
When the organization approached our agency about a website redesign, we were challenged with creating a cohesive presence for five otherwise very separate business units.
Additionally, MMUSA’s machine tools division was also seeking assistance in managing a multi-layered marketing strategy that included traditional and digital media buying, creative development, email marketing, content marketing, and social media management. With a total marketing budget of nearly $500k annually, the organization was placing untracked media that drove leads to an obsolete website making it impossible to prove value and determine ROI.
For MMUSA, our team started first by implementing tracking on active media and got to work developing a conversation-driven website that prioritized lead development and SEO. With the launch of the new site and an SEO strategy in full force, we then focused on inbound marketing and deployed an email, social media and PPC strategy to increase brand awareness and drive digital leads.
Offline, our team worked closely with over 15 publishers to create a blended-media plan for their $200k traditional media spend. By fully understanding the opportunities with each publisher, we were able to diversify placements and connect the readers to the MMUSA brand through print ads, content marketing, and trade shows.
Both online and offline efforts were guided by a data-driven strategy. We have created specific tracking methods for every marketing effort including organic website traffic, PPC, print advertising, digital placements, content marketing, email marketing, and tradeshows. With this in place, the MMUSA marketing team has been able to connect marketing efforts with actual impacts on the company’s revenue.
Additionally, MMUSA relied heavily on our creative development services. Our creative projects included the consistent development of print advertisements, email blasts, tradeshow graphics, flyers, brochures, digital display banner, large-format graphics, and video. We also assisted the organization with a brand refresh. As a subsidiary of a Japanese parent company, modifying the brand was a challenge, however, our expert team of designers developed a modern color brand theme for the US market that preserved the brandmark and aligned with international compliance guidelines.
Since the partnership, Murata Machinery has seen success in almost every area of their marketing. Their brand is better positioned in the market due to brand and campaign consistency and the marketing team is able to prove ROI for marketing efforts due to our distinct approach to lead generation and conversion tracking.
In the last fiscal year, MMUSA’s website traffic was up 282% contributing to the increase in leads of over 2,000%. Additionally, the organization has seen noticeable improvements in readership surveys, social media engagement, and email marketing performance. With a close eye on lead traffic, our team has been able to maximize the media buying budget by diversifying placements and focusing on high-performing conversion sources. Over time, we were able to create year-over-year comparisons and flexed the placements to be digitally-blended enabling us to reach the same audiences but with a proven, and increased conversion rate.
Today, MMUSA continues to realize consistent increases in their brand authority, customer engagement, and lead generation without a drastic increase in budget.