ESR Technology is helping to solve organisations' problems with expert advice

Source: Technology Digital

Date :08/01/2008 09:39:44

Formed after AEA Technology restructured its operations in 2005, Don Macinnes told Exec how restructuring has made ESR Technology into one of the world’s leading technical consultancy firms.

In 2005 ESR Technology became an independent company, focused on offering a consultancy service to organisations seeking engineering, risk management and health and safety solutions, “from blue skies ideas to decommissioning,” Don Macinnes (pictured), the company COO says. Since then, it has had to establish its place in the market and raise awareness of the consultancy services that it offers.

Adrian Lambert, ESR Technology’s Marketing Manager was keen to explain the processes that have been put in place to help establish the brand and how this has affected the business. He says that the company was a new name in the industry and mainly relied upon the customers that it had acquired from AEA Technology.

“I joined the company in September 2006,” he says. “My job was to build the brand and raise awareness in the marketplace about how we can help solve organisations’ technical problems. The first step was research. We conducted a questionnaire amongst our staff and asked a broad range of questions to establish what they thought ESR was all about. We also carried out extensive research amongst our customer base and asked them what they thought of ESR’s core business and what our strengths and weaknesses were.”

“From these findings we were able to establish what ESR’s values are, what our positioning strategy should be and how we should set about promoting ourselves to the marketplace.”

From there, ESR sought the help of a marketing agency in Manchester, who completely rebranded the business, “everything from our stationery and exhibition banners to our website and marketing collateral,” Mr. Lambert says…

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