THE FRESHWATER TECHNOLOGY PORTFOLIO
Technology PR examples
Beyond the fastening press – Anixter Components
Raising components distributor’s profile in OEM and engineering publications
Anixter Components (formerly known as Heyco) is a distributor of a comprehensive range of plastic components throughout the UK and Europe. The company’s product range consists of more than 10,000 items including fasteners, cable accessories, liquid tight fittings, strain relief bushes and security seals which it sells across a wide range of industries.
Freshwater Technology has been delivering a strategic PR programme for Anixter Components since 2004 and also handles the company’s media buying and advertising schedule.
The challenge
Anixter Components’ own market analysis identified that
the company was known by customers mainly for a small subset
of its full range of components. It wanted to take the opportunity
to increase sales by ensuring that all its active customers
were aware of the entire product range and also seeking out
new customers in targeted markets. To help it meet these objectives,
Anixter Components enlisted the help of Freshwater Technology.
As the fastening market is highly competitive, Freshwater Technology helped the company position itself against its competitors by developing key messages focused on Anixter Components main strengths, namely the breadth of its extensive product range, its flexibility, its experienced sales team and high levels of customer service. These key messages were present in all PR material as a means of reinforcing the brand image.
Freshwater Technology worked to raise Anixter Components’ profile beyond the fasteners and fixing press to reach the design engineering community where the widest range of specifiers and buyers are found. News releases and technical articles were used to demonstrate Anixter Components’ innovative products providing neat solutions to engineering challenges. These were targeted at OEM and engineering magazines and supplemented with specific product application information for specialist vertical sector publications. This approach ensured that PR material reached the highest number of specifiers and buyers in the widest range of markets.
In conjunction with the PR programme, Freshwater Technology also runs Anixter Components’ advertising schedule. This programme includes researching and negotiating rates, advising on the most effective use of budget, booking space, creating advertising templates and supplying artwork to deadline. The integration of the PR and advertising has helped Anixter Components to achieve clear, consistent and regular communication with its target markets.
Results
& evaluation
The PR programme has been successful in raising awareness
of Anixter through significant press coverage in the technical
design press. The programme has also delivered a clear return
on investment in the form of sales leads.
In two years Anixter Components has received more than 120 press cuttings with an advertising value equivalent (AVE) of nearly £50,000.
Anixter Components has been covered
regularly in OEM and engineering titles such as Design, Products
& Applications (DPA), Design Solutions, Engineering, Eureka,
Industrial Technology and What’s new in Industry?
This has been supported by consistent exposure in fastening
industry journals Fastener & Fixing Europe and FAST, as
well as vertical sector publications including, Panel &
System Builder, Electrical Products, Cargo Security International,
ACR Today and Electronics.
"Freshwater Technology is successful in achieving significant coverage for us in the technical design press and delivering return on investment. The team's creativity and proactive approach is extremely valuable,” comments Andrew Fletcher, Technical Director, Anixter Components
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