Manitowoc Cranes – Fostering brand loyalty with a customer magazine
Manitowoc is recognized globally as one of the premier innovators and providers of crawler cranes, tower cranes, and mobile cranes for the heavy construction industry. In 2014, Manitowoc’s revenues totaled $3.9 billion, with approximately half of these revenues generated outside of the United States.
While Manitowoc's origins date back to 1925, when it produced its first crawler crane, the early noughties saw the company grow rapidly through acquisition. In 2001 it acquired French tower crane giant Potain and then in 2002 it acquired Grove Worldwide, a manufacturer of mobile cranes and boom trucks. In a short span of time, the company went from manufacturing one type of crane, in one plant in the United States, to being responsible for four crane brands that were manufactured at numerous facilities around the globe. With its enlarged structure and customer base, Manitowoc needed to communicate its latest developments to a much wider audience, present a unified message to the market, and maintain customer’s brand loyalty.
The solution was to expand the company's existing newsletter Looking Up, to a fully-fledged magazine, distributed to crane owners, construction managers, site works, operators and dealers all over the world. Looking Up aims to highlight the use of products in the field and reinforces the idea that these well-established crane brands are all part of Manitowoc in an attractive and entertaining way.
SE10 worked with the marketing and communications team at Manitowoc to establish an editorial advisory board for Looking Up and a publishing timetable for the magazine. SE10 researches, writes and designs the magazine from cover to cover. Our understanding of the client and its customers means we can search out stories that are both informative and interesting while our in-house design team gives a first-class look and feel to the magazine, in line with Manitowoc's design standards and familiar to regular readers of construction trade publications.
Today Looking Up is translated into seven languages, with a print run of around 17,000 and has an on-line version too. With a loyal following, it is one of the best loved company magazines in the crane industry.