Welshpool based variable speed drives manufacturer, Invertek Drives, is one of Pepperneck’s longest standing clients having worked together for more than thirteen years. As Invertek’s marketing partner, Pepperneck is responsible for helping to develop strategy and implementing the company’s global marketing programme through a wide range of traditional and digital channels.
Invertek Drives, established in 1998, has grown from a start-up business to a £multi-million international organisation with the help of strategic global marketing support from Pepperneck.
The majority of the company’s expansion is due to export trade - approximately 90% of its output is currently sold in to 80 countries through a network of international sales partners. Invertek has trebled its turnover during the past 5 years and based on robust plans to increase its global presence is actively targeting to more than double its turnover again over the next five years,
Global Online Strategy
The development of a comprehensive global web strategy was fundamental to positioning Invertek as a world leader in its field in order to further expand its export sales. Pepperneck designed and implemented a brand new website with a key focus on Invertek’s target sectors and global distributor support. Invertek’s global web strategy includes both translation and localisation to ensure effective targeting and search engine performance in each geographic region targeted around the World.
A number of target markets require web copy to be translated into the local language. Pepperneck co-ordinates the translations, ensuring all technical and engineering documents are translated in context. The webpages in country specific sites are then laid out compensating for any changes in the volume of text.
Pepperneck takes into consideration that each country may require slightly different sales messages. For example, Invertek customers in Australia are more likely to require pumps for outdoor swimming pools compared to UK Customers. The localisation strategy ensures the target markets in each country are fully understood to maximise the sales messages and promotional materials relevant to each area.
Global Domain and SEO Strategy
invertekdrives.com was chosen as the URL so that Pepperneck could then arrange purchase of this domain name with country specific url extensions for key target markets around the World. This ensured a consistent url approach globally. Each country specific domain then carries a translated and localised website for its respective country. The result is a highly targeted website for each geographic region designed to meet the needs of the local market and perform well on local search engines, whilst maintaining consistent brand identity worldwide.
Pepperneck has developed a bespoke online portal specifically aimed at supporting Invertek’s global sales partners. ‘iSource’ is a permission based resource that contains a huge range of product information, marketing materials and technical support – ensuring all of the sales tools needed to sell Invertek’s products and services are globally accessible, 24/7. From booking training courses and troubleshooting product application issues, to storing downloadable marketing materials and artwork files – iSource is a robust distributor support package that ensures Invertek can recruit and retain the very best distributors worldwide.
Sales and Marketing Director, Rhydian Welson, says, “We have Sales Partners and sub-distributors in over 80 countries. Some are large international organisations whilst many are SME’s. Some operate totally under the Invertek brand, some resell our brand and some of our partners sell the product under their own brand. What they all have in common is a hunger for support from us in all aspects of our operation. The more information and support we can provide, the more effective they are at selling our products.
"Over the past few years, Isource has become one of our most effective business development tools, providing a one stop resource that is available to our partners at any time. It allows us to provide support and drive through new sales opportunities on a global basis on a scale that simply would not have been possible prior to using this system.”
Annual attendance at SPS IPC Drives, Europe’s leading automation trade show, plays a key role in Invertek Drive’s global marketing strategy. Invertek has increased its presence at this exhibition every year for the past five years, culminating in a 140 square metres island stand at the 2013 show. This exhibition is regarded as Invertek Drives’ key opportunity for face to face presentation to its global markets each year so the way the stand works and the brand messages it portrays are critical to the company’s sales success. Pepperneck works closely with Invertek to manage all aspects of its SPS attendance; from booking the space, designing stand graphics and coordinating the build, to updating corporate literature and marketing materials and implementing comprehensive PR and social media campaigns - Pepperneck ensures Invertek maximises its presence at this high profile event to support its global lead generation.
Public Relations and Social Media
Pepperneck handles all PR and social media activity on behalf of Invertek Drives. From generating content used in digital news stories, press releases, features, e-mail marketing and social media campaigns, to writing award entries and liaising with trade press and national business media, Pepperneck provides a comprehensive press office service to Invertek. The independently owned company has recently won national awards in both international trade and energy efficiency categories and secured a wide range of press coverage as a direct result.
Pepperneck’s in-house design team handles all of Invertek’s ‘design for print’ requirements – from advertising artwork and pull-up banners which can be sent to sales partners around the world, to detailed technical specification sheets and product brochures, Pepperneck provides a full design and print management service to Invertek.
Implementation of Invertek’s Global Marketing Strategy has resulted in:
- An increase in order intake by 35% during the last financial year (2012/13)
- 90% of output is now currently sold through a network of international sales partners into 80 countries worldwide
- Significantly improved Google rankings for key search terms, supported internationally by global domain strategy
- Improved global brand awareness
- Invertek is now nationally recognised as one of the fastest growing businesses in Wales
- A highly realistic target for Invertek to double its turnover in the next five years