Lenze is a manufacturer of industrial automation solutions, specialising in engineering solutions for customers in the intralogistics, automotive, textile and consumer goods sectors.
The company, however, has traditionally been known as a supplier of drives and geared motors. It also competes with much larger, established competitors such as Siemens and ABB, who have far greater marketing resources.
Our mission was to change this perception, repositioning the company as an authority on motion-centric automation, within a relatively modest budget.
How we did it
Working with the marketing and business development teams in the UK and Germany, we developed an integrated programme, which included PR and advertising in the trade and technical media, and content assets, which were repurposed for use across multiple channels.
Our role was to provide strategic marketing advice and ideas, create content and manage the PR programme, with an emphasis on key industry topics such as I4.0, the challenges of automation and cyber security. Other activities, including exhibitions, web site updates and social media posts were then handled by the in-house team.
With an emphasis on high quality, authoritative media coverage, with limited advertising being used tactically, we:
- Took the company’s media coverage from under 25 to over 240 A4 pages (UK media, in print and online) in just 12 months
- Dramatically reduced year on year advertising spend
- Delivered an ROI of almost 10:1
Neal Beaumont, Marketing Manager, says, “4CM have been instrumental in helping us get our story out into the marketplace and build our brand. They’re a great team to work with, genuinely understand our business and provide us with insight and ideas that we adopt to make our sales and marketing even more successful.”