Establishing Brand Awareness as a Late Adopter

Derrick Castello, Instrument Calibration Solutions

Episode 16

Bill sat down with Derrick Castello, Operations Manager of Instrument Calibration Solutions, to talk about their marketing journey as a B2B company. With the direction of 50 Marketing, Derrick is currently leading ICS's new marketing push.
This conversation covers a wide range of strategies and initiatives that ICS is diving into as they work towards expanding their brand awareness beyond their Pittsburgh and Dayton locations. With ambitious goals ahead of the company, the leadership of Brechbuhler and ICS have correctly recognized the role that brand awareness plays in the major growth they're working towards. Important topics include:
  • Learning to communicate to the target market while avoiding the use of internal company jargon.
  • The struggles late adopters face as they approach modern digital marketing.
  • The benefits of implementing the business structures of EOS Worldwide.
  • The cultural response to Brechbuhler and ICS's American Grit campaign, within the company and externally.
ICS offers complete metrology and repair solutions for a variety of equipment, including electrical, mechanical, optical/visual, pressure, force, process control units, and more, to help businesses meet documentation and quality requirements. In 2021, ICS joined a partnership with Brechbuhler Scales and B-TEK with the goal of providing turnkey calibration solutions to their customers.
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