Etisoft - producer and supplier of labels, functional elements and modern engineering solutions for Industry 4.0. A company with over 25 years of experience. A year ago, it introduced a new marketing strategy. The company includes has undergone rebranding, and the new logo emphasizes its innovation and professionalism. How did the implementation of this strategy affect the company's image? What activities have been undertaken within its framework? We ask Tatiana Kuder, Head of Sales Development Department at Etisoft about it.
"From labels to Industry 4.0" - this is the company's vision that expresses the new strategy of Etisoft. Please tell me what are the main pillars of the company's operation today. How is the identity of the Etisoft brand defined?
Etisoft means more
From the very beginning, the pillar of our activity is the production of labels and industrial markings. We develop this area by investing in new machines, introducing modern printing and cutting technologies, new products and automatic identification solutions.
The identity of our brand is strongly defined by our mission - "Safe cooperation - continuous development". We constantly observe dynamically changing market conditions.
We adjust cooperation models to both the new conditions and the requirements of the industries we work with.
We operate with the aim of providing our customers with security of supply, while maintaining the highest quality of delivered products.
We develop the offer following the needs of our clients. This is how, among others, new solutions supporting the automation of production and logistics processes, i.e. intralogistics systems based on AGV trolleys or AMR robots as well as automatic quality control systems based on vision systems. Our vision is guided by the company's vision - from labels to Industry 4.0.
The new business strategy translated into more active activities in the area of marketing and PR. Where did it start?
The adopted marketing strategy included a number of stages - well planned and implemented step by step. The introduction of any changes was preceded by the verification of the company's current activities, i.e. audit and analysis. One of the key areas was Withmodern website design. It was supposed to support and build a strong, recognizable ETISOFT brand. We also wanted to maintain the image of a dynamic company employing professionals. The website was to be consistent with the image of Etisoft - a modern and constantly developing company.
We also went through brand rebranding. Our goal was not only to refresh the image. We are a modern company with ambitions, behind which are also experience and knowledge in the field of new technologies. We focus on the continuous development of the company, its employees and products. We regularly expand our sales markets and constitute an important voice in the industry, being a creator of changes taking place in it, not only an observer and participant. The new logo is consistent with the desired image of our company. It emphasizes our innovation and professionalism.
Through the chosen marketing strategy, we also show our clients our business approach, new products and services. Our marketing activities are aimed at making clients know their scope and effectiveness in solving their problems.
What marketing tools does Etisoft use and which are the most effective?
Having a modern website, we followed the blow. We have also launched a website for clients from Hungary, and on the Polish website we introduced, among others knowledge zone - ETISIDE. The content hub helps us strengthen our position as an expert by regularly publishing content in which we share our knowledge. From November 2020, 6 new entries are published every month. We involved our product managers in its creation. The author's blog is a powerful database of information about the solutions we offer - their functionality and areas in which their use brings measurable benefits.
Taking into account the number of page views (2 072 in September), Internet users readily use our materials. In addition, information about the company, its products and services reaches our current and future customers also thanks to extensive cooperation with the media. From the beginning of the year - incl. thanks to the fact that the opinions of our specialists are valued on the market - we obtained about 500 publications in the industry media. Their equivalent is in total over 900 thousand. PLN, which means that this amount should be allocated to the purchase of paid publications on portals. Another area where we are very active is the LinkedIn channel. We appreciate this tool in communication with our target group. We also see the measurable effects that advertising brings through Google Ads. Compared to September 2020, we obtained an increase in users of approximately 30%. However, none of these actions would have been effective if implemented without the others. Thanks to a well-thought-out strategy, we achieve the synergy effect.
An online store in the industrial area is not a common solution. However, at the height of the pandemic, you decided to launch it. Does this solution work?
The online store is a new and developing sales channel of Etisoft. It is aimed at customers who are looking for labels or Auto ID devices for self-labeling and product identification. The store was created in the age of a pandemic as a distribution channel for our Personal Protection products - self-adhesive MASTICK masks and tilting protective helmets, which are still in the store's offer. At the moment, we are expanding the store's offer with elements for self-labeling of products or places (COVID labels). Customers will find there both sets of labels prepared for specific applications, anti-theft labels, textile tags and devices for their printing. Through the store - where the goods are available immediately - we want to provide a wide audience with quick access to the most commonly used labels and markings. We acquire more and more customers, which is the best proof that our store meets real needs.
What do you consider Etisoft's greatest success in the last year?
We have been producing and delivering labels and markings for almost 30 years. In terms of our core business, the Etisoft brand is recognizable on the market and strongly associated. We wanted to broadly show that Etisoft means more today. It's not just labels anymore. The above-mentioned marketing activities, undertaken by us in the last year, allowed Etisoft to appear in the minds of our clients also as a supplier of systems supporting the automation of production and logistics.
We are proud of how successfully we were able - as a new player - to enter the market of solutions for Industry 4.0. We are observing an increase in interest in our solutions among foreign customers, which proves the maturity of our products. It also confirms that the chosen direction of development was and is right. The fact that we are not only a distributor, but above all a designer, producer and supplier has been noticed and appreciated.
Our AGV mobile robots have been awarded in the competition "Innovative Product for Logistics, Transport, Production 2020", organized by the publishing house "Eurologistic". What's more - we managed to appear among the largest suppliers of mobile robots. We were invited to participate in the "Industrial Robots 2021-2022" report, published by the bimonthly Control Engineering.
Last year there were many successes. However, we are not resting on our laurels. We are already working on new solutions in the field of Industry 4.0 - this time dedicated to very demanding areas - cold stores and freezers.
Considering what we have achieved so far and what we have planned, we are on the right track to become a permanent part of Industry 4.0. We do everything we can to achieve this every day.