FEIN: The future of the metalworking sector
FEIN, the global power tools and accessories manufacturer has a rich history of innovation. As the inventor of the first electric hand-held power tool, FEIN has been developing innovative and unbeatably efficient solutions for everyday use by industry and manual trades for over 150 years.
In 2021, the manufacturer wanted to grow the metalworking side of the business within the UK market where many end users weren’t fully aware of the business’ full offering. As such, FEIN tasked Refresh with relaunching the brand to the UK’s metalworking sector with the aim of reaching three key audience demographics across the industry - dealers, end-users and metals manufacturers (spanning all areas of the sector from automotive and rail, to aerospace and shipping etc.). It was also important the PR activity generated awareness for FEIN’s interiors product portfolio. The core objectives of the PR campaign were to:
- Relaunch and then raise awareness of FEIN to the industrial/metals sector and the interiors markets
- Generate widespread and continued awareness amongst FEIN’s target audiences in order to ultimately create demand and increase market share
- Establish a brand positioning for FEIN which is reflective of its heritage and experience in manufacturing quality, innovative power tools
pieces of coverage
Refresh launched a multi-pronged campaign comprising research, which formed the foundation, content which was seeded to media and repurposed for owned channels, advertising and press office.
To gain a clear understanding of the sector, 100 metalworkers were surveyed to really delve into the issues the industry is facing, while gaining insight into the pain points of end users. The research also honed in on their thoughts and opinions on what they believe leaders need to implement to solidify the future of the UK’s metalworking sector, and ensure it remains a global leader in the space. The research formed a report, with further qualitative insights weaved in from various experts in the sector, which was gated on the FEIN website to generate leads for the business’ sales team.
In turn, this also gave media a credible, relevant and timely angle, we knew would move the needle and generate coverage, while driving report downloads to ultimately grow brand awareness amongst the target market and further support lead generation.
In addition to the report, content developed included press releases, thought-leadership features, digital ads, social, blogs and eShots.
The campaign was also support by a hardworking press office, including regular business news updates, product reviews, giveaways, thought-leadership features and press briefings.
The campaign was a great success and resulted in:
- 56 pieces of quality coverage
- Coverage reaching more than 1.9 million people
- 18 leads generated for the FEIN sales team
- 33 backlinks to the FEIN website
- 100% of coverage including key messaging
- 100% of coverage with positive sentiment
Marketing Manager, FEIN UK: “While FEIN has been operating for over 150 years and has a vast product portfolio, we were keen to grow our UK metals market share so tasked Refresh with devising a PR plan to support these efforts. The PR campaign was a great success, helping to position FEIN as an expert and trusted manufacturer amongst our target market, while increasing brand awareness and solidifying FEIN’s place as an industry leader.
“Content performed well cross-channel and Refresh went over and above the KPIs set, generating top-tier media coverage, in turn widespread brand awareness, making it one of FEIN UK’s most successful PR campaigns to-date.”