Automatic Plastics

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Our Involvement

Inspiration helped APL to secure funding for the project through Enterprise Ireland. Resources were allocated to planning the strategy at the outset. Extensive research of suppliers and sub-contractors in the automotive market and other OEM sectors was undertaken to get an insight into the key players in the market.  Based on the research and strategic approach subsequent activities were implemented . These included website design, technical build, training of the team to update the site, onsite search engine optimisation and separate training sessions on search engine optimisation.

Search Engine activity included researching relevant key terms in the UK market. We found that in this instance the terms used in the UK and Ireland were actually much the same. We hosted the site in the UK which was important for SEO at that time. We had a dilemma as the site was performing well in Ireland and we didn’t want to lose those rankings. Equally we needed UK visibility. These days we would just do two sites with separate content but at that time we stuck with one. As there were no UK links to the site, we did some UK-based link building and Al continued with his Adwords to target both Ireland and the UK”.

Client Background

Automatic Plastics was founded in 1992 by Al Lawless (Snr.) and the company celebrated 40 years in business recently.  For many years the company had specialised in the automotive market however as this market contracted, the business sourced work in other areas such as the pharma, medical devices and catering sectors.  APL has a small number of long-standing loyal customers however in recent years the management team recognised that the sales and marketing efforts needed to be strengthened and that the customer base should be broadened

Brief

To drive online sales and new business primarily in the UK Market. The company had a website for many years however it did not represent the full range of services offered and it was not optimised for Google search.  There was no allocated internal resource to drive an online marketing strategy and the in-house skills were limited.  The business recognised the fact that Google UK was likely to be a good source of business leads – if APL could tap into those opportunities.

Results

Ultimately leads started to come in off the website.  The business got an enquiry from a UK manufacturer who was having problems sourcing a reliable local supplier. They had googled looking for an Irish supplier in injection moulding and came across APL. They included APL in the tender process. Ultimately APL won the business and a contract worth in excess of €1 million p.a. was secured. This work has enabled APL to take on 6 new people in the short-term and it could mean 20 new jobs or more into the future.

“We got an enquiry from a UK manufacturer who was having problems sourcing a reliable local supplier. They had Googled looking for an Irish supplier in injection moulding and came across APL. They included us in the tender process. They had a very thorough vetting procedure but we had worked extensively in the automotive market so we were able to meet all the criteria and price competitively.”

Managing Director – Automatic Plastics