Acquiring new customers through in-house marketing and web consulting. Expectations for Strengthening Collaboration with Sales｜Super Resin, Inc
Mr. Tatsuo Omichi, General Manager, Management Strategy Office, Super Resin, Inc.
Increase new inquiries by using BowNow for email distribution.
Web consulting and content enhancement.
Super Resin, Inc.
| Location | 2283 Sakahama, Inagi-shi, Tokyo |
|---|---|
| Business Activity | A molding and processing manufacturer using advanced composite materials, mainly carbon fiber. Research, manufacture, and sales of components for aerospace equipment, liquid crystal and semiconductor manufacturing equipment, and industrial machinery components using composite materials. |
| URL |
Increase new inquiries by using BowNow for email distribution.
Web consulting and content enhancement.
Please introduce your company
Mr. Omichi: Super Resin Industries, Inc. is a long-established manufacturer that develops and manufactures advanced composite materials such as carbon fiber reinforced plastic (CFRP) and glass fiber reinforced plastic (GFRP).
As a representative example of our work, we collaborated with Taro Okamoto to produce the face of the Tower of the Sun, the symbol of the 1970 Osaka World's Fair (Japan World Exposition). In recent years, we have been doing a lot of work in space development, manufacturing structural parts for satellites such as Hayabusa2. In your everyday life, we design and manufacture a wide variety of products, such as automobile parts, attraction equipment for amusement facilities, and in the past, bathtubs for general household use.
Since we design and manufacture special high-spec parts for industrial machinery and aerospace equipment, our major customers are Japan's top-class major corporations and research institutes.
Although we have some competition, I am proud to say that we have the longest history and strength in the field of research and development in the industry.
I belong to the Corporate Strategy Office, and I am in charge of overall marketing measures such as web marketing and exhibitions.
【Challenges before implementation】
At first, we were using SFA and MA from other companies. However, in the end, we only used them for email distribution and monitoring, and were not able to fully utilize their functions. The implementation cost was high and as a result, the system was over-specified, so it was not cost effective. So, we were looking for a new MA tool to switch to.
【Selection Points】Attracted by BowNow's cost and the dedicated support system
What was the decisive factor for you to choose BowNow among the many MA tools available?
Mr. Omichi: It has all the functions we are looking for, and the best part is the cost. With another company's MA that we used before, we had to sign a support contract with a different company and incur consulting fees.
The other aspect is the support. We have been using email distribution for a long time, and the content of our marketing strategy itself has not changed, but for that reason, the strength of BowNow's support is a big attraction. The call center support is also good.
As I don't have many years of marketing experience, it is really reassuring to have a professional support me at all times and work with me.
【Measures and Usage】Strengthening customer attraction with BowNow and web consulting. Sales support tools are also used together.
What kind of measures are you currently using BowNow for?
Mr. Omichi: Since our website was not strong enough to attract customers, we used web consulting services at first, but now we mainly use BowNow to send out e-mails. We send out e-mails once a month to once every two months.
Our ultimate goal was to acquire new orders, but we also wanted to expand our existing customer base. In order to achieve this, we thought it would be best to strengthen our connection with existing leads through email distribution. We also received advice on SEO from our web consultant to increase the number of inquiries from new customers.
We also changed the forms on our website to BowNow. By understanding and analyzing which pages were viewed by the people who filled out the forms and those who converted, we can improve the contents of each page of the website.
We also use BowNow for offline events such as exhibitions. We use BowNow for offline events such as exhibitions, aiming for a synergistic effect, where the pre-event information attracts customers and the post-exhibition distribution leads to orders.
In addition, we use BowNow data exclusively for marketing purposes, and use SFA once we have a case. We basically do not use BowNow for sales, but use it separately and together at the moment. I am looking forward to the collaboration between the two tools in the future.
What specific results have you seen since you started your marketing efforts?
Mr. Omichi: As a numerical result, the number of new inquiries has increased, from one per month to five per month through the use of web consulting. Our goal for the future is 10 inquiries per month.
E-mail distribution using BowNow has also produced results in the horizontal expansion of existing customers. In June of this year, we sent out an email to all of our customers with the results of our research on a new product, and then sent out another email to those who opened the email, offering samples.
As an indirect result, it was good that we were able to introduce the system smoothly while involving the company. Initially, our sales staff were concerned about whether e-mail delivery would be a nuisance to our customers, but when we actually used BowNow to deliver e-mails after accurately selecting the recipients, we were able to obtain results that led to orders. Our sales staff decided that this would be a good way to support sales, and we were able to involve everyone in the company to promote understanding of the introduction.
The increase in new inquiries from the website is a result of the understanding of the necessity and importance of web marketing measures. We feel that this is the result of our clients understanding the necessity and importance of web marketing.
The president of the company understands the introduction of BowNow and web consulting, and it is a very easy environment to work in as a marketer.
【Future Outlook】Utilize BowNow to find out the level of interest of our customers and apply it to our business strategy.
Are there any points or issues that you would like to strengthen in the future?
Mr. Omichi: I would like to further deepen the data analysis of the website. I would like to analyze access information, such as the flow of browsing after a conversion, and use it to improve the website.
For example, we have a section of case studies by field, and we would like to find out which content attracts the interest of which industries, and to find out the level of interest of customers who are not visible in the industry.
【Customer's Voice】Satisfied with the ease of use. Looking forward to working with sales tools in the future.
Please tell us your message to prospective customers and what you expect from BowNow in the future.
Mr. Omichi: I'm very satisfied with it, and now that we are able to track our customers with BowNow, I would like to further strengthen the collaboration play with our sales team. I'm looking forward to more possibilities if we can link BowNow with SFA and also with other tools.
