Case study · TCR Tostatrici

From technical experience to conquering new markets.

TCR Tostatrici knows the world of coffee roasting inside out. Meccaniche Creative helped it let the market know that too: first Italy, then internationalisation, finally a continuous commercial acquisition system.

See the results The 3-phase strategy

Industry: Professional roasters and coffee-roasting plants
Activity: Multi-brand sales and reconditioning, consultancy and support
Journey: 3 phases: Italy → foreign markets → commercial acquisition

A TCR Tostatrici technician in front of a refurbished professional coffee roaster

A second life for the best machines

+190%

qualified organic traffic

1st

position in Italy on strategic searches

+135%

commercial enquiries from the website

+68%

revenue growth in the period

Commercial websiteSEO ItalyGoogle Ads4 languages12+ countriesBOS

The client

A second life for the best roasting machines

TCR Tostatrici specialises in the sale and reconditioning of multi-brand professional roasters. Every machine is overhauled by the company's technicians and prepared to go back to work in the best condition.

The offer includes roasters for coffee and other food products, as well as silos, mixers, grinders, packaging machines, conveyor belts and many complementary pieces of equipment.

A heritage of experience and expertise that needed to find the right expression online too.

Services TCR provides alongside the sale

consultancy and design

transport and installation

testing and maintenance

staff training

support at every stage of roasting

The challenge

Turning expertise into visibility, contacts and sales

At the start of the project TCR had a good reputation in the sector, but its digital presence didn't reflect the quality of the company: the products were hard to find on search engines and the communication didn't showcase technical experience, reliability, careful reconditioning and complete support.

Build a modern, recognisable digital identity

Position TCR in the sector's main Italian searches

Generate new commercial enquiries from the website

Prepare the company to enter international markets

Create an acquisition system able to sustain growth over time

The strategy

Three phases, each measured before the next

No big bang. We built the Italian market, then replicated it abroad and finally added the active search for customers.

Phase 1 · Italy

Becoming a reference point in Italy

We designed a new website built around the needs of those looking for a roaster or a roasting plant. Not a showcase: the company's main commercial tool, with pages dedicated to individual machines and services.

In parallel an SEO strategy on the sector's most important searches — coffee roasters, roasting machines, reconditioned roasters, plants for coffee roasteries — supported by Google Ads campaigns aimed at people already in the buying phase.

Website, SEO and B2B content Process automation

qualified organic traffic: +190%

position for strategic searches in Italy: 1st

commercial enquiries from the website: +135%

revenue growth: +68%

Phase 2 · Abroad

Taking TCR beyond the Italian market

We extended the website with English, French and Spanish versions. Not translations: content, keywords and messages adapted to how each market searches, with pages optimised by machine type and international Google campaigns.

Enquiries arrived from countries such as Albania and Tunisia, along with new opportunities from other European, African and Mediterranean markets, from roasteries, distributors and entrepreneurs in the sector.

Positioning in foreign markets Markets with their own ecosystems: China

languages: Italian, English, French, Spanish: 4

countries reached through organic and advertising: 12+

international visits to the website: +220%

of the opportunities generated by foreign markets: 35%

Phase 3 · BOS

Don't wait for customers. Find them.

With BOS, our solution dedicated to business development, we ran data collection and analysis campaigns to identify companies potentially interested in TCR's products: coffee roasteries, coffee producers, machinery distributors, specialty labs and food-sector businesses.

For every organisation we identified the relevant people — owners, purchasing managers, production directors, technical contacts — and built personalised contact campaigns. Not generic communications: messages designed to open concrete commercial conversations.

Commission-based sales and BOS technology

companies analysed and segmented: 1.200+

contacts identified in the priority markets: 400+

commercial conversations started in Italy and abroad: 70

new opportunities from direct contact: 18

The design

A new design for a new phase of the company

We designed a modern, clean visual experience, able to leave space for the real protagonists: the machines. Simplified navigation, clearer product pages, a site accessible from computer, tablet and smartphone.

Even a complex industrial machine can be presented in an understandable way, without losing authority.

Because a good machine can have a second life. And a company with the right skills can reach much bigger markets.

TCR Tostatrici · TurinReconditioned professional roasters

The overall results

A digital presence that became real growth

The TCR project shows what can happen when marketing, technology and business development follow a single direction.

Qualified organic traffic: +190%

Enquiries received through the website: +135%

Position in Italy for the sector's main keywords: 1st

Languages to communicate with international markets: 4

Countries reached across Europe, Africa and the Mediterranean: 12+

Indicative revenue growth: +68%

Behind these numbers there is above all a change of perspective: TCR no longer depends only on the reputation built in the sector or on word of mouth. Today it can count on a digital system able to generate visibility, contacts and commercial opportunities continuously.

The value of the partnership

Growing together, one phase at a time

With TCR we didn't simply build a website. We built a growth strategy, starting from the Italian market and gradually taking the company towards an international dimension.

We combined design, organic positioning, advertising campaigns, content creation and commercial acquisition. Every activity was developed to support the next, without forcing the timing and without losing sight of results.

TCR brought expertise, experience and product knowledge to the table. Meccaniche Creative turned those elements into a system able to communicate them, give them value and bring them in front of the right people.

What worked together

Commercial website, SEO and B2B content Positioning in foreign markets Business development with BOS technology Custom AI and process automation

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