Client: Ridgeway Manufacturing go back

Fork Lift Trucks and Materials Handing Solutions

Company Logo

Nutcracker were commissioned to provide Ridgeway Manufacturing with a new marketing approach to its existing markets. This involved developing a new marketing strategy targeting both online and conventional routes, improving the profile of the company and its products and services to the UK and International markets, and providing marketing materials to facilitate this.


About the Client

Ridgeway Steel and Manufacturing is a West Midlands based company that specialises in the processing of steel coils for the Automotive and Fabrication Industries and the manufacture of fork lift attachments including tipping bins.

The company has acquired a reputation as custom design and build experts for fork lift truck materials handling solutions – specialising in waste control. The company’s extensive knowledge and experience of materials handling systems enables their design team to provide detailed site evaluation of clients needs and then tailor their design and build specifically for those requirements.


Process of delivery

  • Corporate Identity
  • Business Stationery
  • Sales Literature
  • Website
  • E-shot designs
  • Search Engine Management & Optimisation Campaign
  • Press Advertising


Outcome and Impact

Ridgeway consistently takes substantial enquiries from its website marketing and converts over 80% of them. One converted enquiry from the USA was for tipping skips which became a large order for £100,000. In the same year the company converted a steel processing enquiry into a contract for £250,000 per annum, delivered by one E-shot marketing campaign.

As a result of our strategic marketing advice (following our suggestion that Ridgeway look at their competition and contact those who did not have manufacturing facilities with a view to producing their material handling products) Ridgeway was successful in this endeavour and now manufactures products for several of these companies. This now forms a significant part of their turnover.

Managing Director, Mr Ian Detheridge is delighted with the results and is looking to continue to develop the company’s online marketing further.


Ian Dethridge, Managing Director
Ridgeway Manufacturing Limited