Danielson Case Study

Creating The Touch of Excellence for Aylesbury Based Manufacturer

Building market awareness of a brand among key decision makers is fundamental to businesses as they compete to position themselves as the perfect solution. Enterprise Marketing Solutions helped create “the touch of excellence” for Danielson (UK) Ltd.

Client Background

Danielson (UK) Ltd is an Aylesbury based manufacturer of touch screen and membrane interfaces for use on a wide variety of manufacturing machinery across a variety of industry sectors.

The Issue

Historically, marketing resources had been managed by the Dutch parent company, however, in January 2014 Danielson was taken over by a Swiss-owned organisation and responsibility for the management of marketing activities was returned to Danielson in the UK.

Danielson identified that whilst they are constantly investing in cutting edge technology, and are Europe’s number one supplier of touch screens, this was something most prospective UK clients didn’t realise. Any marketing activity therefore needed to focus on positioning Danielson as the premier provider in the UK of technologically sophisticated touch screens.

Building Market Awareness

To build awareness of Danielson and their products within the UK market, Enterprise Marketing created and helped implement a detailed 12-month marketing strategy.

Following the over-arching concept of “The Touch of Excellence” emphasising the positioning of the product as high quality, the strategy identified the key messages for the key target markets plus the most efficient and cost-effective channels of communication. This included a series of case studies to demonstrate Danielson’s expertise, sponsorship of the Design Engineer of the Year Award at the British Engineering Excellence Awards 2015, and a co-ordinated approach to PR activities to raise the profile of Danielson among the key electronic engineer audience.

Danielson also entered the 2015 Buckinghamshire Business First business awards where they were awarded “Manufacturer of the Year” plus the overall “Best in Aylesbury District” award. Not only did this success recognise their manufacturing excellence but also provided an additional platform to demonstrate this ‘excellence’ to prospective clients.

The marketing strategy and implementation provided by Enterprise Marketing has helped boost Danielson’s position within the UK electronic engineering industry. We were delighted to have our commitment to high standards and cutting edge technology recognised at the Buckinghamshire Business Awards and will continue to offer “The Touch of Excellence” as the company grows”.

Andy Stevens, Commercial Manager, Danielson

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