Case Study:
Earnest Machine

Based in Cleveland, USA, Earnest Machine is a 75 year old global master distributor and manufacturer of industrial fasteners. Its heavy duty fasteners are primarily used in the mining, construction and machine building sectors.

The Brief

Recognising a lack of focus and different route to market in Europe, Earnest began searching for a partner that understood manufacturing businesses and B2B buyers to help build brand awareness and increase engagement in the UK and Europe.

Move undertook a comprehensive strategic analysis of Earnest’s position in the market, creating a manufacturing marketing strategy and then proposing an integrated, multichannel 12-month programme of marketing activity with which to tackle the company’s global objectives. These objectives were to raise awareness within the UK and Europe and to increase customer enquiries. 

The Solution

A number of market research surveys were undertaken in order to better understand perceptions of the Earnest brand and also what topics were of interest to prospects and customers. Using a mix of channels and a comprehensive content plan, Move has refined Earnest’s value proposition for the European market. 

This ongoing campaign is focused on creating content and a clear thought leadership position, in what is traditionally a “slow to progress” industry. Move has begun to change perceptions of Earnest and started the journey towards its stated objective of becoming the premier brand for industrial distribution solutions.