nCode, a leading durability specialist, is to expand its activities across the globe and into further sectors. Already a dominant player in the UK and US automotive markets, the company is to raise awareness of its range of products and services to the aerospace sector and the mechanical engineering world in general. nCode’s new website (www.nCode.com) brings together its core software brand with its hardware division, SoMat, which it acquired in 2001, to project a unified service offering to its customers. The site, which will be one of its most important assets in achieving these aims, was developed by internet consultancy Nemisys Enterprises (www.nemisys.uk.com) – a consultancy whose core staff are themselves all from an engineering background.
Neil Kirtley, marketing director for nCode, who joined the company a little over a year ago with the responsibility of managing the push into the further markets, added:
“Whilst we’re already dominant in the automotive world with clients including Ford, General Motors, DaimlerChrysler and Audi, how many people know that our products are used by NASA to monitor launch vibrations? The new site is carefully designed so that engineers performing technical searches will find us on the first page of Google – even though they are not aware of our capabilities. From there, they can easily pinpoint how we can help them via the intuitive navigation which channels the visitor via industry sector, technology type, or engineering problem.
“Approaching the website from an ‘I don’t know what you can do for me’ basis means that the site has to be comprehensive – the new site already has over 200 pages.”
With new products and information added regularly, nCode could not hand over day-to-day web development to a third party (it would have involved too much iteration and cost), so nCode went down the CMS (content management system) approach – and chose Nemisys. Development only took six weeks from start to finish – which is remarkable by any measure, and sales leads are already pouring in. nCode estimates that the site development will pay for itself within three months.
Education will also be one of the site’s offerings, with a comprehensive worldwide listing of conferences and seminars on fatigue and durability testing and technical information on nCode’s capabilities.
“The new website has been developed with a content management system so that we can present the very latest news, events and information on durability and fatigue testing. Bearing in mind how we are using it to push us into different countries and disciplines, data capture has been integrated with our CRM system so that the most appropriate engineers can engage with potential clients with varying needs.”
On grasping the internet nettle, Kirtley was keen to add:
“Engineers are notoriously sceptical about marketing, but a well-planned web strategy has the potential to bring in and aid conversion of enquiries with a comparatively small outlay. Our new site already appears on page one of Google for the term ‘fatigue analysis’ and we have already been able to translate some of these leads into sales. I suppose we’ve been lucky to have discovered a rare breed in Nemisys– a bunch of engineers who are passionate about marketing!”
Notes for editors:
nCode provides the hardware, software and supporting services that help companies to measure, model, manage and ultimately master their durability engineering processes. nCode is part of AEA Technology plc – one of the largest engineering companies in the UK, with almost 3,000 engineers, scientists and other professionals.
In 2001 the company acquired SoMat, a US-based company that designs and markets rugged multi-channel data acquisition systems. This enabled nCode to provide an integrated software and hardware solution.
nCode has forged strategic customer relationships with OEMs including General Motors, Ford Motor Company, DaimlerChrysler, Deere & Company, Caterpillar, PACCAR, and BAE Systems, and tier one suppliers including Delphi, Visteon, ArvinMeritor, Messier-Dowty.
Nemisys Enterprises (www.nemisys.uk.com) is a new media and marketing consultancy which specialises in large internet projects. The company has a varied client base comprising charities, government departments and commercial organisations. Clients include the Mental Health Foundation, Winston’s Wish, Dame Stephanie Shirley, Hewlett-Packard, Department for Environment Food and Rural Affairs, British Paralympic Association, Bedfordshire County Council, Connexions and the National Evaluation of the Children’s Fund.
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