Yamato Scale UK

Delivering a plan of engaging content and communication to keep the Yamato brand at the forefront of its customers’ minds and of its competitors.

The challenge

We endeavoured to promote Yamato as an industry leader through the creation of a new website. The website was structured specifically to draw attention to the different series of equipment Yamato offers and show how they can be applied in different sectors. This allows potential customers to easily find the product they need and learn how it could work within their business.

The website also delivered improvements to existing clients, with the implementation of a back-end dashboard where clients can order spare parts, check reports of their owned machines and access specification documents. The inclusion of this dashboard made clients’ interaction with Yamato effortless, providing a better service and encouraging retention and repeat purchases.

Our approach

We knew that, in order to prevent Yamato from getting lost among its competitors, we needed to create a strategy that kept it at the forefront of conversation within the food processing industry. We crafted a marketing plan that encompassed multiple platforms – blog, social, email and press – with the aim of increasing visibility of the brand and making sure new and old customers alike would be attracted to the business.

Part of this was building Yamato’s reputation as a leader within the industry. The content we created focused on promoting the solutions the brand can provide, via case studies with existing clients, as well as highlighting the quality of Yamato products and the research and development behind its equipment. Content was also created to highlight the dangers of pirate parts and fake equipment, with the aim of showcasing Yamato’s genuine stock as the right choice to make.

This content strategy was mirrored in our social media and email plans. Monthly newsletters and weekly social posts highlight key stories from within Yamato and the wider industry, ensuring Yamato’s voice is heard and demonstrating its depth of knowledge via commentary on relevant topics. The newsletter and social channels also provide another platform to highlight Yamato’s dominance globally, with stories focused on new team members, the launch of divisions across the world, new products and the company’s appearance at industry exhibitions. Emphasis was placed on video content in our social media plan, with product specifications provided via YouTube rather than in text.

We endeavoured to promote Yamato as an industry leader through the creation of a new website. The website was structured specifically to draw attention to the numerous series of equipment Yamato could offer and place emphasis on how they could be applied in different sectors, allowing potential customers to easily find the product they need and learn how it could work within their business.

The website also delivered improvements to existing clients, with the implementation of a back-end dashboard where clients can order spare parts, check reports of their owned machines and access specification documents. The inclusion of this dashboard made clients’ interaction with Yamato effortless, providing a better service and encouraging retention and repeat purchases.

The marketing activity OlsenMetrix has done for us has helped us to continue to be heard in an increasingly competitive market. The launch of our new website in particular, as well as the supporting work done by the team, have allowed us to attract new customers, provide new benefits to our existing customers and showcase what Yamato is really proud of: being a long-running, global business that pioneers and produces quality equipment.

Andrea Spencer, Commercial Operations Manager – Yamato Scale UK

Impact & Value

Social media has grown as a result of active posting and engaging content; over 38,000 views have been received on Yamato’s YouTube channels and the follower count continues to increase on Twitter and LinkedIn.

Following the relaunch of the website, web traffic increased by 160%.

New users to the website via organic search also increased – by 114% between January and September 2019.

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