At its best, the web pinpoints the precise information we need; at its worst, it can be a mindless maze.
Textron Fastening Systems, with its huge line of mechanical fasteners, understands that truism, and has devised a web strategy to get engineers the information they need as fast as possible.
Rather than just one website, the company is creating specialized websites to answer specific problems, as well as to position Textron as the fastening industry guru.
On www.camcar.textron.com, engineers can find solutions and downloadable drawings for tough applications, such as finding a fastener that will work with magnesium, a light but brittle metal that is increasingly used in hand-held and laptop computers.
Go to www.fastenersforplastics.com if you need help choosing a fastener that will adjust well to the flexural modulus, creep, and thermal expansion properties of the particular plastic in your design. A selector guide will help you find that fastener, and you'll get the technical specifications on it, as well as case history examples of how the fastener has performed in similar applications. "When you look at the sheer number of products we offer, from standard through custom, there are literally hundreds of thousands of options," says Dean Lamb, marketing communications manager. "The engineer is saying to us, 'Help me get close.'"
Similarly, engineers in the computer, consumer electronics, and telecommunications industry can zero in on fastener choices by going to www.fastenersforelectronics.com. It's here that you can locate a fastener that meets clean room specs. Need a speed fastening system for blind rivets? Go to www.avdel.textron.com. And, with more than 40 automated tools for installing fasteners, Textron also maintains a dedicated site with targeted information on that product line: www.automationforfasteners.com.
URLs found in company advertising link customers not to the corporate website (www.textronfasteningsystems.com) but to precise spots in these dedicated websites. Says Jake Hirsch, Textron Fastening Systems CEO: "With time such a limited commodity, having a robust Internet strategy allows us to bring a great deal of our fastening expertise to the engineer's desktop."
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