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Case Study

Eriez Metal Loss Monitor Product Introduction

Client Situation:

The recycling industry has shown recessional tendencies since 2013. How could we help Eriez bounce back in recycling? The new Eriez Metal Loss Monitor measures the amount of expensive metals scrap yards were sending to the landfill. It could be the right product, at the right time. It was.

Tactics:

The Metal Loss Monitor (MLM) points out to scrap yards they are missing metals that can be recovered and sold for added profits. The MLM also indicates whether a scrap yard requires additional metal separation equipment to extract the metal. In both cases, Eriez wins because they offer the products that the industry needs. Besides PR, we used eBlasts and videos to reach target markets.

Results:

Needless to say, Eriez’ recycling business bounced back quickly after ISRI, the leading scrap-recycling show. E-newsletters and eBlasts recorded 28% open rates and high click through rates—well beyond the average for this manufacturing category.

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