“Leading by innovation” News

“Leading by innovation” News

SENNEBOGEN LLC

Objective: Build recognition of SENNEBOGEN’s customer-driven approach to engineering and manufacturing of purpose-built material handlers.

Strategy: Follow up key machines sales with application stories featuring customer comments on how their machine solves specific problems in their application.

Solution: Green machines Editorial Series

Results/Commentary:  SENNEBOGEN adopted a long-term editorial program early in its North American launch. The company was committed to earning new business with high value solutions, in preference to acquiring sales through aggressive pricing. By establishing itself as a reliable source of stories told from the customer and dealer point of view, SENNEBOGEN achieved a media profile of its target sectors far out of scale to actual market position. In less than 10 years, the company attained sales leadership to match its editorial image.

In recent years, SENNEBOGEN’s editorial coverage has generated up to $750,000 equivalent value in printed media space per year, creating a major impact in the recycling, forestry and inland ports industries. These news releases have been carried by 35 targeted business publications reaching 2.5 million subscribers and a pass-along readership of 8 million. The program has also earned additional media value where stories are posted online and included in industry e-letters.

The published works now form a significant archive of application case studies on the SENNEBOGEN North American website, and collected stories have been repurposed into “Industry Profile” brochures for use by dealer staff in their personal sales presentation.