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Earnest Machine: Building European Brand Presence
Client
Earnest Machine
Sector
Industrial
Service
Campaigns
Industrial
Snapshot
Earnest Machine, a 75-year-old Cleveland, USA-based master distributor and manufacturer of industrial fasteners, needed a partner who understood manufacturing buyers to build brand awareness and increase engagement across different markets.
European Market Entry
UK and Europe
Thought Leadership Built
Industrial sector standout
The Brief
Recognising a lack of focus and different route to market in Europe, Earnest Machine began searching for a partner that understood manufacturing businesses and B2B buyers — someone who could help build brand awareness and increase engagement in the UK and Europe.
Solution
We undertook comprehensive strategic analysis of Earnest’s market position, then proposed an integrated, multi-channel 12-month campaign to tackle their global objectives. As part of our analysis we conducted market research surveys to better understand perceptions of the Earnest Machine brand, and what mattered to prospects and customers. From there, we refined Earnest’s value proposition for the European market.
Using a mix of channels and a comprehensive content plan, we then launched a campaign focused on establishing a clear thought leadership position in an industry that’s traditionally been slow to progress.
We worked to change perceptions of Earnest Machine and position them as the premier brand for industrial distribution solutions. The content demonstrated genuine expertise and points of views in fastening applications across mining, construction and machine building.
Results
The campaign changed how European manufacturing buyers perceived Earnest Machine. By establishing thought leadership, we made the brand impossible to ignore – in a sector where differentiation is tough.
Market research validated the perception shift, while the refined value proposition resonated with UK and European audiences in ways generic marketing approaches could never manage.
European value proposition refined
Research informed the tailored value proposition.
Thought leadership established
The campaign positioned Earnest as an industry expert rather than just another distributor.
Multi-channel campaign delivered
Integrated 12-month campaign deployed across channels to build consistent brand presence.
Industry perceptions changed
The campaign changed perceptions in a traditionally slow-moving sector.
“I am incredibly impressed with the management, technical know-how and talent at Move. We operate in a highly nuanced industry with a steep learning curve. The team at Move has met this head-on and with eager minds, patience and professionalism to consistently deliver great strategy, digital work and content that gets results.”
Patrick Ginnetti
Director of Marketing, Earnest Machine
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