Howard Instrumentation

Howard Instrumentation was founded in 2002 and has grown to become a leading business-to-business supplier of sophisticated technical instruments on the island of Ireland.  It specialises in test, calibration, measurement, and control solutions.

At present, most of Howard Instrumentation’s clients are also based in Ireland, and the company is looking to expand its market, particularly and specifically into Europe.

Emarkable was commissioned to deliver a programme, including a user-friendly website, which would position the company on the same level as potential clients, a peer in the industry.  Many of the American corporations that Howard Instrumentation deal with and target have formal purchasing processes, and will only deal with suppliers who conform to these demands.  Emarkable needed to make it clear that Howard Instrumentation is not only capable of supplying what is required, but has the expertise and experience to do so, and is sufficiently well-established to merit the consideration of this potential client base. 

Large multinational corporations have a preference for dealing with suppliers who are capable of dealing with the sometimes highly complex purchasing processes, so the website, which will almost certainly be the first or second point of contact, needed to make it clear that Howard Instrumentation is a serious operator in this rapidly expanding field.  Neither purchasing managers, nor sub-contracted purchasing organisations who work for them, will place orders with companies that cannot be seen to be trustworthy and reliable, with a proven track record as such.

The information on the goods and services provided by Howard Instrumentation needs to be completely accurate and easily accessible.  Technical detail is vital, and gathering this information is both difficult and time-consuming.  In order to obtain the content, and to ensure that it has been written up accurately, suppliers had to be approached and a relationship with them established and nurtured.  Emarkable needed to be sure that any developments in the research that impacts upon the products Howard Instrumentation provide is included in the texts, which means that this commission is a long-term project.

The product list supplied was extensive and detailed, and the content was written with search engine optimisation in mind.  Howard Instrumentation has clients in a range of industries in Ireland, and so the marketing programme looked to those industries in the USA for inspiration and needs to ensure that Howard Instrumentation’s approach will appeal to them.  They include Life Science, Pharma, Biotech, Medical Instruments, Environmental Companies, Power and Energy (including oil and gas), Food and Beverage, Plastics, Heat Treatment facilities, Aerospace, Chemicals, Semiconductors, Food and Agriculture. 

In addition to the eCommerce website, we supplied advertisements, social media content, sales consultation, and point-of-sale marketing materials.

Natalia

Emarkable was commissioned to deliver a programme, including a user-friendly website, which would position the company on the same level as potential clients, a peer in the industry.
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Natalia