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Vulcan Spring公司证实GlobalSpec的威力[ADOTAS]
ADOTAS – 随着潜在客户延伸向更多的行业，Vulcan弹簧寻求通过GlobalSpec在线联系潜在客户中的工程师和设计师，将自己的订制弹簧在客户研发产品早期就展开合作。下面是Vulcan营销副总裁Bob Gustafson详细述说GlobalSpec加强制造商在线营销意识的多种方法。
ADOTAS：告诉我们一些关于你的业务，Vulcan做些什么，如何与你的营销工业是否成功？营销目标？具体目标的成果？
Bob Gustafson：我们是一个始于1967年的自定义扁钢弹簧生产商。我们的产品包括恒力弹簧，变力弹簧，电力弹簧和弹簧拉箱。我们弹簧广泛应用于医疗设备、太空飞船和卫星上的折叠太阳能电池板等诸多领域。
我们的目标是在网络上为工程师和设计师提供我们这类利基产品。由于我们的客户群分散在很多行业中，我们需要有利的营销工具，一方面是大规模撒网，同时又能能选择性地突击重点行业市场。
为什么GlobalSpec适合你们的营销目标和指标？
GlobalSpec让我们能被设计师工程师寻找解决方案时所搜索到，并告知我们的弹簧对他们有什么帮助。从合作的效果来看，GlobalSpec上有很多不同的行业用户在搜索我们的产品。我们也定制GlobalSpec针对性强的特定行业电子新闻信（E-Newsletter）来重点曝光我们的产品。
另一个我们喜欢功能是能够添加到产品到GlobalSpec上展示工程师的产品类型。可以随时添加最新信息和新产品。
你希望通过GlobalSpec达成什么具体目标？
我们的目标是影响尽可能多的工程师和设计师，特别是处在设计早期阶段的工程师和设计师。这样，我们可以与他们一起工作，设计出最好的产品。我们也整合我们的弹簧至他们产品中的部件中，这通常可以让我们的弹簧进入产品整体设计中。
你是怎么跟GlobalSpec着手为您的营销目标和活动的具体规划？
我们主要是通过设立完善的信息中心，覆盖大多数行业和关键词搜索结果。然后，我们制定战略，准确地轰炸吸引我们注意的行业电子新闻信（E-Newsletter）。
介绍一下这项营销活动的经历和结果产出？
GlobalSpec每周直接发送给我们销售线索。我们到GlobalSpec后台自定义下载任何时间段的销售线索报告。当我们投放行业电子新闻信广告时，可以增加400％销售线索。
你正在做或计划做更多的广告？
我们已经在通过Newsletters广告来增加我们的曝光度、知名度。我们还准备尝试GlobalSpec已经新推出的在线展会，这将是我们增加曝光的新方式。
视频：http://www.adotas.com/2010/06/spotlight-vulcan-spring-testifies-to-globalspecs-prowess/
原文：
Spotlight: Vulcan Spring Testifies to GlobalSpec’s Prowess
ADOTAS – With potential customers stretched across a wealth of industries, Vulcan Spring sought GlobalSpec’s expertise in reaching engineers and designers online in the early stages of development to collaborate on custom steel springs. In the video below, Vulcan VP of Sales and Marketing Bob Gustafson details GlobalSpec’s multifaceted approach to improving the manufacturer’s online awareness.
ADOTAS: Tell us a little about your business, what Vulcan Spring does and how you measure success with your marketing efforts? Targets? Specific goal outcomes?
Bob Gustafson: We are a custom flat steel spring manufacturer. Our products include Constant Force Springs, Variable Force Springs, Power Springs and Pullboxes. We make the springs that push products forward on a shelf, trigger the use of a medical device and open solar panels on satellites in space, among many other applications. We have been in business since 1967.
Our goal is to be available online for engineers and designers who are searching for this type of niche product. Since our customer base is spread among many different industries we need to have marketing tools that casts a wide net on one hand, and can selectively target markets on the other.
Why is GlobalSpec a fit for those marketing objectives and targets?
GlobalSpec allows us to be found online when an engineer of designer is looking for a solution to a problem and knows that a spring would help. GlobalSpec is searched by many different industries and we see this in the results. They also have targeted newsletters that we have utilized for different industries, customizing our message.
One other part that we like is the ability to add products to our on-line profile to show the engineer the type of products that we offer. We can add updated information and new products at any time.
What objectives and goals did you specifically hope to apply to GlobalSpec?
Our goal is to reach as many engineers and designers as possible, hopefully in the early stages of design. This way, we can work with them to make the best possible product. We work to integrate the spring into the other components of the product and usually can add to the overall design.
How did you and GlobalSpec go about planning for the specifics of your marketing objectives and campaign?
We mainly set up our profile so that we can cover most industries and key words for search results. We then strategize to pinpoint various newsletters that will gain us attention.
Tell us about the experience and outcome of that initiative?
We receive leads on a weekly basis, sent directly to us. We can also go on and download custom reports at any time. Our results are magnified when we run the newsletters. We can increases of 400% when we run a newsletter.
Are you currently doing or plan to do more?
We are always looking at the newsletters to increase our visibility. We are also trying to work our way into the on-line tradeshows that are now available. That would be something we could do to gain exposure.