Technical PR campaign delivers superb return

Sandvik Coromant is a global leading name in cutting tools for turning, milling and drilling as well as modular tooling systems for lathes and machining centres. With some 8,100 employees and sales in the billions, Sandvik Coromant is represented by its own sales personnel and specialists in more than 60 countries. In addition they have an established distributor network. Twenty state-of-the-art Productivity Centres located around the world provide customers and Coromant personnel with training in tooling solutions for increased productivity. 

Historically, advertising, marketing and public relations had been organised by each individual business unit within their respective country, which could at time allow for mixed messaging across markets.  Sandvik felt a centralised marketing communications plan would allow for uniform messaging across all its markets.

Strategy

Pinnacle Marketing Communications was tasked to develop a plan that would allow all the business units within Sandvik Coromant to keep their local identity but have the organisation of an international marketing programme.  Pinnacle reviewed with each country manager relevant trade publications within their respective countries for their input and then did an assessment of those publications to see if in fact they were relevant.  Pinnacle then sought other publications that would give the company a better focus within its target markets. 

Pinnacle reviewed 264 trade publications in total and then worked with 74 of the publications to negotiate advertising rates for Ads that would provide the same look and feel with the same messaging for each specific country.  Unique URLs were also placed in the advertisements so Pinnacle could see the effectiveness of each publication in reaching the desired target markets. 

Pinnacle provided public relations support through press releases, case studies and technical articles.  Pinnacle would interview Sandvik Coromant specialists to create case studies and technical articles that were specific to the target focus for the year; milling, machine investment and aerospace applications.  Press kits were developed for special events in each country and all materials were translated into the proper language for each country.  Pinnacle implemented its Client Resource Centre for Sandvik Coromant allowing all country and business managers to see a monthly report for each country/business, all the ads that were being used, clippings from print magazines, ad schedules and contact information for specific Pinnacle employees.

Results

In the first six months, Sandvik Coromant saw an increase in marketing awareness of 300 percent based on Pinnacle’s marketing strategy.  The advertising and the public relations campaign provided valuable metrics to ensure that the publications selected for advertising were effective.  Pinnacle was able to ascertain if the selected trade publications were in fact reaching the desired target audience.  Messaging was uniform through all the countries and there was a saving of €100,000 in advertising costs with an increase in ad placements of 20 percent over the previous year.  Pinnacle was also able to negotiate much of the on-line banner advertising at no cost to Sandvik. 

Pinnacle wrote 30 articles and case studies and 26 press releases.  The articles were pitched to country specific editors and 100 placements were achieved against a target goal of 45 for the entire year.  The Client Resource Centre provided senior management, country managers and marketing managers a central location for all press releases issued, articles and case studies that could be used for further placement, monthly status reports and monthly clippings. 

Pinnacle was able to work with all of Sandvik Coromant’s businesses and implement a uniform international marketing campaign that provided the company higher awareness in its target markets, uniform messaging and a better relationship with the editorial community.  From a PR perspective the total return on investment to date stands at 5 to 1.