Makino uses webinars to build awareness, leads

Strong competition from China and India, and declining market opportunity were just two of the hurdles facing the North American division of machine tool technology company Makino in late 2005.

Strong competition from China and India, and declining market opportunity were just two of the hurdles facing the North American division of machine tool technology company Makino in late 2005.

The company enlisted the help of HSR Business to Business to develop a multifaceted PR campaign that would raise brand awareness and generate strong leads.

Strategy

Makino set out to demonstrate its leadership in the space while provoking action among its target consumers. Its strategy aimed to create one-to-one interaction. The team utilized seminars, media relations, webinars, event marketing, trade shows, and custom publications to create that setting.

Tactics

Makino and HSR launched a yearlong webinar program to leverage Makino's expertise in machine tool and application innovation. "Webinars were the cornerstone of our strategy - they generated qualified leads like no other program we've ever tried," said Mark Rentschler, Makino marketing manager. "The trick was getting machinists and engineers to attend." To promote the webinars, Makino produced three custom publications targeting the die/mold, production machinery, and aerospace markets, with thought-leadership articles and case studies providing proof of its engineering expertise. HSR also ran a media outreach effort geared toward horizontal and vertical market trade publications.

Results

To date, sales objectives are 3% higher than originally planned. In 2006, 21 webinars aired, resulting in 3,480 registrants and 1,113 qualified leads. More than 4,300 leads were generated in 2006, a 62% increase over 2005. Media relations efforts resulted in 103 media hits and 16 feature stories.

Future

The campaign is continuing through 2007.

PR Team: Makino (Mason, OH) and HSR Business to Business (Cincinnati)

Campaign: Restructuring Growth In a Declining Market

Duration: 2006-ongoing

Budget: $350,000 to 450,000 for PR; $933,000 for all agency activities

 

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