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Case Study: How a Manufacturer Increased Sales 30% by Using the Right Vertical Search Engine

by Laurie Lande  |  
June 19, 2007
  |  63 views

Company: RUD Chain, Inc.
Contact: Greg Luerkens, President and Managing Director
Location: Cedar Rapids, Iowa
Industry: B2B
Annual revenue: $18,000,000
Number of employees: 30

Quick Read:

A Web site isn't much of a marketing tool if your target audience can't find it. Officials at RUD Chain, a manufacturer of high-end industrial chains, discovered that access to a quality vertical search engine was the missing link to getting its Web site in front of key customers.

Until a few years ago, RUD Chain advertised primarily on general commerce-oriented Web sites and in trade magazines. But those avenues produced few sales leads. Moreover, potential and existing customers told the company they had trouble finding its Web site.

Greg Luerkens, president and managing director of RUD, said he was looking for a new marketing strategy when he was approached by GlobalSpec, a specialized search engine for engineers. Because engineers were his key customers, and GlobalSpec offered a range of support services, Luerkens gave it a try.


RUD says its government business has doubled since it started promotions through Global Spec, and it predicts sales of products it advertises on the site will grow 40% this year, versus an estimated 10% rise without the search engine.

The Challenge:

RUD Chain, Inc. based in Cedar Rapids, Iowa, is a subsidiary of RUD Ketten, a privately held German manufacturer of chain products such as tire chains, industrial and lifting chains, and high-end steel hooks and lifting points. Many of its components are used in government and military products in more than 100 countries.


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