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.
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.
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.