Odenwälder Kunststoffwerke (OKW) has been defining the creative standards for enclosures and tuning knobs for over 60 years now. Its product range includes individualized high-quality electronics packaging and controls aligned with its customers specific needs. The traditional company has always primarily relied on direct sales and international sales companies, but the online channel is becoming increasingly important.
OKW has been active in various social networks for quite some time now. It uses Facebook, for example, to promote its image on a regional basis and search for staff. OKW uses Google+ and YouTube as a supportive measure to improve its ranking in Google search results. Videos grab attention and can represent many products better than images can.
“Our social media activities have increased awareness of our company and helped us tap into new target groups,” says Kay Hirmer, Head of Marketing at OKW. “However, we don’t use them as sales channels because we primarily sell to companies.”
Nonetheless, online sales are gaining importance. OKW has a worldwide network of distributors and sales offices in over 40 countries, as well as its own subsidiaries in France, the United Kingdom, the United States, Switzerland, the Czech Republic, South Korea, Brazil and Australia. However, customers make use of the fast and practical online shop to order standard enclosures and tuning knobs made of plastic. These are then used in various areas such as measurement, control and testing technology as well as medical, building and installation technology.
“By defining the right search terms, we can be found faster by our target group and thus make more contacts,” explains Kay Hirmer, Head of Marketing at OKW.
“To develop individual solutions, we will of course still need to be on-site, but especially existing customers are increasingly buying standard versions online,” says Hirmer. “After all, they are familiar with these products and can order them at any time.”
In order to increase the level of awareness of this online channel as well as several new solutions, OKW developed a marketing concept as part of its participation in the Light & Building 2014 trade fair together with dexperty. Within this framework, two new product groups were placed on the trade fair site as product direct links and connected with a video on www.okw.com. In addition to this, a new series of enclosures is displayed in a TopBox . This is an add-on for the exhibitor and product search on the exhibition site, in which firms are advertised in a similar way to Google AdWords.
“Using these two measures, we were able to significantly increase awareness of our new solutions,” explains Hirmer. “This applies not only on the short-term for the trade fair, where we have seen more visitors at our stand, but on the long-term as well.” This is because the TopBox remain in effect until shortly before the next Light & Building in 2016. By defining the right keywords, our target group can find us faster and we therefore make more contacts. Dexperty provided us with excellent support in the conceptual design and implementation phases, and we plan to implement similar measures in the future.”