The very first sealless magnetic drive pump was developed by HMD Kontro in 1947, breaking new ground in pump and fluid handling technology. HMD Kontro is the first choice for a wide range of applications, especially in industries involving toxic substances as well as for corrosive and aggressive liquids.
Who they are
HMD Kontro is a leading manufacturer of sealless pumps, based in Eastbourne, UK, from which they ship their products all over the world. The business has over 100 employees and is part of the Sundyne Corporation, which owns a number of other pump manufacturers. All of the essential functions, including product development, engineering, full manufacturing and all of the other disciplines, except marketing, are based in the coastal resort town.
What they do
The sealless pump, originally developed and pioneered by HMD Kontro, uses magnets to rotate the pump impeller, replacing the direct drive shaft of a traditional pump. This means that the liquid is completely self-contained and there is no chance of leaks through the seal around the shaft. In addition to eliminating leaks, magnetic drive pumps also benefit from no seals or seal support systems, minimal maintenance, lower running costs, enhanced safety and security, no environmental hazards and much more.
Because of the complete containment of the liquid being pumped, they are often used for hazardous and harmful product as well as other more benign liquids. Typical applications include the production of chemicals, the oil and gas industry, industrial and pharmaceutical, renewables and general manufacturing. As mentioned, HMD Kontro ship their products worldwide with many being utilised in harsh environments.
Copyright: HMD Kontro
What they needed
HMD Kontro approached Calibre a long time ago, back in 2006, to provide an outsourced marketing function. We won the account against other local agencies and continued to work with the business until 2021, a total of 16 years.
In particular, at the time we started with HMD Kontro, their literature needed updating and content needed to be provided for the Sundyne website. We also supported numerous product launches and improvements with similar materials, plus the copywriting of news blogs, press releases and much more.
We also instigated marketing initiatives to promote sealless pumps, which despite having been invented some 70 years previously were still relatively unknown. Much of this included sales support materials, although the communications content was often passed to the Sundyne head office in America for placement. Latterly we were given free rein to also run a full marketing communications campaign.
What we did for them
Once given full control of the marketing programme, we developed a dedicated and comprehensive website. This included not only their complete product range, with all supporting information and documentation, but many pages dedicated to encouraging prospective customers to “Think Sealless”. This was also the theme of an extensive marketing communications programme to explain and extoll the benefits of magnetic drive pumps and encourage potential customers to consider them for their next process engineering project.
The marketing communications campaign included weekly news blogs, principally offering advice, guidance and information about sealless pump benefits, application and specification plus company news, product launches and developments. Also the release of product materials such as new literature, videos etc.
The blogs then formed the basis for social media post content, particularly on LinkedIn, regular electronic newsletters to customers and prospects, and a PR campaign to obtain coverage in process and market sector media across the world. We also created new product support materials, such as literature and videos as required.
We continued to be involved in the marketing of many new product launches and introductions, communicating forthcoming details to their Channel Partners across the globe and then officially launching using all of the above activities. We also assisted with the marketing aspects of other departments, including aftersales, human resources for staff communications, as well as undertaking some marketing projects with the Sundyne head office.
What was achieved
Throughout our involvement and work with HMD Kontro, the company continued to enjoy strong and consistent growth. Once we were managing their full communications programme, as with all clients we ran a comprehensive set of marketing metrics, all of which showed significant increases with greater engagement from customers and prospects, plus more enquiries and sales leads.
Copyright: HMD Kontro
Client testimonial
A big thank you to you and the Calibre team for your excellent work over the years and for all of your support with HMD marketing, particularly over the past year since I became PLM. The help that you and the team, including Jo, Ian and Charmaine, have given is much appreciated. We will keep in contact and will reach out in case we need assistance with future marketing projects. Wishing you and the whole Calibre team every success moving forwards.
Hannah Verrall
Product Line Manager
Summary
We were pleased to work with HMD Kontro for many years, a total of sixteen. Indeed, we only lost the account when they decided to take the marketing in-house at the American head office. Until then, this was another example of how Calibre often works with subsidiary companies where the main marketing department does not have the time or resource to support local branches and subsidiaries. This is something of a speciality for Calibre.
Please feel free to look at the HMD Kontro website for further information on their service offering. To grow your business, please contact us to discuss a tailored marketing and promotional programme for your company or organisation.
