Irish Casing Company

Digital Strategy for Irish Casing Company

A successful partnership with Emarkable to modernise their online presence and improve their position in the Export Market.


Client Challenge:

Irish Casings are specialists in Beef, Pork and Lamb casings and co-products. Based in Tullamore, Co. Offaly, they export their products around the world.

With increasing competition in the European market, the were faced with a challenge; to remain more visible, and appear more modern than any uprising companies in the market.

They say growth opportunities in countries such as Spain, France and Portugal. The primary challenge with which they were faced was the ‘how’: How could they reach new customers in unfamiliar territory? How could they establish their brand in a new market?

After assessing the goals of and challenges faced by Irish Casings Emarkable established a strategy which would place them in the most favorable market position possible. It would enable the company to build an awareness in new markets, develop relationships with new clients and generate revenue from this engagement.


The approach:

Emarkable worked closely with Irish Casings to strategically develop a web platform that would solidify their strong market position. Carrying out extensive marke research, product and market analysis, localised keyword research and testing, we devised platform that would showcase the companies already strong brand, in a more modernised and accessible fashion.

It was agreed that a responsive design was required as well as search engine optimised content which would be maintained to ensure that ICC ranks above its rising competitors in all target markets.

Emarkable designed, developed and maintains a striking website which encompasses the quality of the brand. The keyword research carried out enabled Emarkable to write content that would optimise the entire website so that it would rank for popular and relevant terms not only in Ireland, but also in the other countries in which it operates. We created an multi-language website so that native-only speaking web users in the foreign markets targeted by Irish Casings.

This meant that Emarkable had to work with a number of translators in France, Portugal and Spain to ensure the text was properly and effectively translated for those markets.


Results:

The results have been evident in an increase in sales from the new target markets, as well as in the domestic market. Irish Casings’ market share is continuously growing, with their database of contacts, leads and customers readily increasing.

Search Engine Optimisation is driving the majority of new business in these target markets with email marketing also lending effectively to the development of new business relationships.


Digital Strategy for Irish Casing Company

 

About Richard Coen

Richard Coen

Over 13 years experience in Digital Marketing, 23 years in sales and 20 years business development and education allows Richard to assist marketers develop key growth strategies for their business, on a local or international basis. He can assist marketers achieve balance in their approach to key areas affected by the growth in digital marketing.

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