Cutting Tool Information

New product videos and new-generation catalogs hot off the presses, IMCO Carbide Tool introduced the latest wave of its customer-focused product information system.

IMCO's comprehensive information system, in development since 2008, better represents the company's close working relationship with customers, said Perry Osburn, president and CEO of IMCO Carbide Tool Inc. "We've become a very sophisticated, forward-thinking company," Osburn said. "In today's market, it's not enough to be the technology leader in product development. We're a very relationship-focused company. We approach every aspect of our business, at every customer touch point, from the perspective of what our customers need. That includes access to information."

IMCO's sophisticated information system goes beyond its vast Web site (scheduled for enhancements in 2012) to include the use of social media for video tool demonstrations, sharing tool tips and technical support and QR codes on literature for time-starved smart phone users. The company also developed a new "smart" coding system. With tens of thousands of products, IMCO's new EZ-ID coding system makes ordering easier and cuts significant time.

Even its traditional catalogs have been revamped to save time and space and all marketing materials are downloadable online. New stand-alone catalogs will be available for the company's new enDURO M5 Series end mills, the highly acclaimed POWRFEED tools including a new second-generation version, M7 Omega Series end mills, Drills and Reamers, Burs/Routers/Die-Trimmers and IMCO's hard-working Everyday Advantage general-purpose end mills.

The company won a Bronze ADDY award for its 2010 catalog, the only awardee out of hundreds of entries, which evolved from a "numbers only" approach to a reader-friendly marketing tool with magazine-style customer profiles and improved readability. Images from that catalog, ads and other materials also are available for distributor use through the IMCO Web site.

"This is the Information Age," Osburn said, "and we want to give customers every opportunity to communicate with us and get what they need in whatever way is most convenient for them."