Generating FOMO in the UK manufacturing market.

Client

Kingsbury

Service

Demand Generation

Industry

Machine tool manufacturing

Demand generation

If you don't, someone else will.

Kingsbury had a huge goal - sell three multi-spindle machines within the year. With the help of FINALLY Agency’s marketing campaign, they sold three, leading to a significant increase in revenue for the client and a lasting interest in the UK market for multi-spindle machines.

The aim of this campaign was not only about promoting Kingsbury’s capabilities and the sale of multi-spindle machines; it was also designed to inspire a shift in the subcontractor market and the thoughts of subcontractors themselves. We wanted to get them thinking strategically.

The key messaging behind the content throughout the campaign was designed to spark an interest and, ultimately, change behaviour. The multi-spindle machines were already becoming more popular in the European market, and the impact on factory productivity was becoming harder to ignore.

The multi-channel campaign covered paid advertising, email, whitepapers, blogs, videos, organic social and an in-person event that was recorded and used as on-demand video content.

Results at a glance:

20+

Bookings

Over 20 site visits booked for the sales team

254

Leads

254 Leads generated through Paid LinkedIn Ads

£3,000,000

Sales

Three mutli-spindle machines sold, generating £3m in revenue

MESSAGING AND VISUALS

Creating a sense of urgency in the market

Kingsbury_Multi-Spindle_Gosport_Pre-Owned_Machines_LinkedIn_Ads_SQUARE4

Challenge

Kingsbury saw the multi-spindle machines as an opportunity, but were faced with a colossal challenge. How do you create demand for a machine that is more technically challenging, significantly more expensive, and seemingly surplus to requirements. Why buy a multi-spindle machine, when you already have several singular spindle machines?

Concept

The campaign’s purpose, then, was to promote awareness of the benefits of the multi-spindle machine. The campaign encouraged guide downloads, machine brochure downloads, and to promote the opportunity to see the machines in action at a live seminar event at the Kingsbury HQ.

Creative

Emails and ad copy were headed by phrases such as, ‘Innovate, or procrastinate?’ and ‘Multi-Spindle your business. If you don’t, someone else will’. We used a verb-oriented language style, to emphasise that sense of doing, and incite a feeling that those in the audience who weren’t doing, were missing out.

Lead nurturing

The journey from lead to customer

The lead score dictated the nurture workflow to lead users through the campaign stages. The lead score is generated and tracked in HubSpot, based on activity such as pages/blogs viewed, videos watched, and downloaded content. The users with a Multi-Spindle score of over 50 were enrolled into a personalised nurture workflow.

Using video to address common objections

The campaign content included 16 videos generated from clips from the live seminar and a series of ‘objection’ videos where the Kingsbury Managing Director spoke directly against the common objections to the multi-spindle machine from the market. These videos were used throughout the campaign in organic material, and a campaign hero video was created for the awareness ads on LinkedIn.

New market success for Kingsbury

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