Sandvik Coromant Manufacturing Economics

In the world of manufacturing, editorial in trade magazines is often dominated by a handful of major equipment builders. So, it’s not surprising that when editors are looking to write about “the big picture” they typically turn to executives from those companies to provide expert opinions on the state of the industry. dgs saw an opportunity for our client Sandvik Coromant (who manufactures consumables used by those builder’s machines) to transcend that paradigm by creating an industry positioning initiative called “Manufacturing Economics.” Using general industry productive statistics carefully collected, tabulated and analyzed by Sandvik Coromant’s engineers, dgs developed a set of communication tools that included everything from interactive multimedia to brochures, and set off with the company president to do a nation wide press tour that resulted in over 30 feature stories. More importantly, the campaign positioned our client right alongside the equipment builders as experts in general manufacturing topics that have top-of-mind importance to their customers and prospects.