Custom Connection Corporation: bursting with potential
Custom Connector, located in Cleveland, OH, is the only major US-based designer and manufacturer of industrial/automotive relay sockets/connectors, and custom electro-mechanical interconnect devices. Their unique position in a niche market creates a solid foundation for effective marketing. However, until working with my team from Grove City College, they had almost no online presence, severely limiting their ability to reach new customers.
Identifying our Target Customers
Product Engineer
Meet David, a product engineer who needs a specific relay to bring his new product to market. He reaches out to a distributor to find the component he needs has been discontinued and is no longer available. He scours the internet for the part using the component’s very specific name but is not able to find it.
Custom Connector has the solution: a custom, high-quality relay with the same capabilities as the discontinued model. To get the product to David, CCC must focus on improving awareness among its target audience. Because Google and LinkedIn are primary search avenues for these consumers, a solid SEO strategy and LinkedIn presence are crucial.
Using strategic website and LinkedIn copy that specifically names the components being searched for, CCC can turn a discouraging dead-end Google search into an “Ah-ha!” moment for David and many others.
Enter: Custom Connector
Purchasing Agent
Meet Elika, a buyer at an auto parts manufacturing company, frustrated by poor service from the company’s foreign connector manufacturer. Quality concerns, long delivery times, and trade uncertainties make finding an alternative supplier increasingly appealing, but she is unsure she can find a competitor who will be able to solve her issues and keep costs low.
Enter: Custom Connector
Yet again, the key is increasing awareness using LinkedIn and Google. In this case, the solution is advertising using Google Ads and promoted LinkedIn posts. To stand out in the market, CCC must focus on three aspects of its company that set it apart: custom cross-product availability, honest cost and quality, and American location and service.
Key Takeaways
My team and Custom Connector’s capabilities were limited by the scope of the Digital Marketing class. However, we achieved our goal of helping Custom Connector take its first steps toward a simple yet effective online presence. While working alongside their business operator, my teammates and I experimented with brand voice, testing distinct styles to gain hands-on experience in responding to audiences in real-time. The project challenged my perceptions of graphic design in technical fields, helping me correctly prioritize specific phrases, keywords, and images to create successful advertisements for this unique industry.
Certifications
Through my Digital Marketing Certifications course, I not only gained hands-on experience working for a real company, but also earned certifications through Coursera, further equipping me for success in my industry.
