Providing On-the-go Information on the Go-to Devices

Worth Manufacturing Company, the leading U.S. manufacturer of key and split rings and lure components for more than 70 years, understands the importance of marketing — especially in a globally competitive market. Despite a lagging economy, Worth has ramped up production — especially in the last 18 months. “We have been very busy. We now manufacture parts for automobiles, aircraft, and windows. We’ve diversified and that business has really picked up as metal manufacturing has come back to the U.S.” Not only has Worth diversified its product offerings, they have diversified their marketing strategies and segued from a focus on print marketing to digital marketing.

“From our own experience, anybody researching or looking for goods or services does so on the Internet,” notes Worth Companies President/CEO David Worth. “Corporations and individuals do their research on the Internet. And if you look at the most recent statistics, people are looking at that information on the go. PC sales are dwindling, and tablet and mobile devices are taking their place. They’re using these mobile devices in order to get the information they want no matter where they are.”

To that end, Worth has implemented a number of critical integrated digital strategies.

“First,” notes Worth, “a company’s website really has to be number one in telling your story. It has to be accessible and easy to find because no matter how spectacular your site is, if nobody can find it, then it’s worthless.” Worth utilizes a strategic and measurable keywords campaign and Google analytics to continually fine-tune their web strategies.

Once they find the website, Worth emphasizes, they have to be able to find what they’re looking for. “If they can’t find it on your site, they’ll go to the next site so the site has to be easy to navigate.

” What are people looking for? “Everything. We’ve discovered that people want to see your sales brochures and services online so they can easily compare your offerings with competitors. They want your story — to see how you’re different and better. For us, videos have played a critical role in telling the Worth story — they take photography to the next level.”

Finally, Worth states that one of the most important things to consider is what media you use to tell your story. Diversity is key. Worth Company recently redesigned its split and key rings website, featuring a customized ring finder, dynamically managed product data, a digital catalog and product videos. Worth has eliminated all print brochures in favor of digital catalogs, and Worth now provides all product literature and videos to prospects and industry members via CDs or thumb drives — the preferred communication tools of their peers. “Not only do we give them something with perceived value, but the CDs and thumb drives cost less than printing,” he notes.

They’ve also eliminated mailings and invoice “stuffers.” Instead, they choose to communicate via email and quarterly e-newsletters. “We’re simply providing our customers with the information they want in the format they prefer. When you utilize email, you know that the piece you are sending is going to the inbox of the right person.” Concludes Worth, “It’s about providing greater transparency by really telling your story. As long as you have a good story to tell, it works. If your story isn’t so great, you need to fix that first.”

TMA+P has helped a variety of manufacturers expand their marketing horizons — Holiday Kitchens, Hurd, CenFlex, Nicolet Plastics, Inc., A&B Process Systems to name just a few. View our latest work to read about a variety of multi-channel marketing strategies.