DYMAX CASE STUDY
Company Profile:
DYMAX Corporation is a leading supplier of high performance optical adhesives for industrial, commercial, medical, military, aerospace and electro-optical products. DYMAX customizes adhesives to meet customers' specific application requirements and they specialize in high volume support. Headquartered in Torrington, CT, DYMAX pioneered the development of UV curing, aerobic and surface-activated solvent-free adhesives in the 1980's. They provide manufacturers with the most advanced structural adhesives that increase both productivity and product quality. With over 20 years of experience in the industry, DYMAX has developed a superior product line of adhesives, applicators and UV curing sources.
The Problem:
DYMAX wanted to find a cost-efficient yet effective marketing tool for their products and services that would increase the number of leads, inquiries, and requests for adhesive samples. Print advertisements and trade shows had been their primary marketing vehicles, but they were costly in terms of the company's time and financial and human resources. Before Service Internet Solutions became involved, DYMAX had a Web site with a server and
software tools that were basic, but very static. DYMAX needed a dynamic marketing strategy that would integrate with and supplement the marketing methods already in use and increase traffic significantly.
The Solution:
Service Internet Solutions recommended an Internet marketing plan that would enhance DYMAX's position on the Web and increase qualified leads. Working with DYMAX in a consultative fashion, SIS implemented the following plan:
- A re-design of the DYMAX Web site, enhancing the content and making the site easier to navigate
- The addition of Shopsite e-commerce software
- The addition of a lead-tracking feature tied in with product data sheet download requests and requests for samples of adhesives
- Conversion to PHP Pages
- Migration to a dedicated server Aggressive search engine marketing
- Database enhancements that allow DYMAX employees to update product data sheets and distribution lists, and gather data on prospective customers
The Result:
DYMAX reports that the Internet marketing tools have produced a significant return on their investment by helping them reach more potential customers and drive appropriate traffic to their site. Prospective customers visit their Web site, download product data sheets, and
request free samples of adhesives. DYMAX can then track the requests and convert prospects into customers.
DYMAX also reports that the database makes the prospecting process more efficient and cost-effective than print advertising, public relations tools and trade shows. Clai Bachman, Director of Marketing for DYMAX Corporation, states, "The database makes it easy for our own employees to feed information into the site and manage the site. Each department is responsible for their own updates of distribution lists and product data sheets This is much less costly than using an outside vendor to keep the site updated, plus we can do it daily, with no waiting."
DYMAX also reports that the approximate cost per lead through the Web compared to other lead sources is extremely favorable. Analyzing the breakdown of marketing costs for print advertising, public relations, web tools and trade shows, the web tools are the least
expensive-less, even, than the supposedly "free" public relations tools like press releases and trade journal articles! In 2002, DYMAX spent under $4 per lead for the web tools, compared to over $475 per lead for print advertising and over $100 for trade shows.
Client Comments:
Clai Bachman states, "Overall, the Web marketing plan has led to increased sales and an enhanced presence for DYMAX Corporation. The tools are so efficient, flexible, and interactive. We anticipate making periodic upgrades to the programs, as part of our overall marketing effort, and we are confident that they will lead to continued company growth.
