Mining Company Branding Ad

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TAKING A BITE OUT OF THE GLOBAL MINING MARKET

P&H Mining Equipment, the world’s largest manufacturer of mining shovels and the number two manufacturer in the drill market, has been in business for over 120 years and enjoys a well-earned reputation for quality worldwide. However, in response to tough times in the late 1990s, P&H—and their competitors—dramatically scaled back marketing efforts.

Fast forward to 2006. Although mining is booming and sales are vigorous, P&H was overdue to reestablish their strong brand awareness in the ever-expanding global mining market. They needed to connect with mine managers, maintenance superintendents and executives to reinforce the fact that P&H is a strong partner, supporting their “Business Improvement Initiatives”? with tough, technology-driven equipment and unparalleled service.

Among other strategies and tactics, we recommended developing a new, attention-grabbing ad to run in major mining publications. The ad needed to speak to a hard-to-impress mining audience and really make an impact, as it was P&H’s first new communications effort in quite a while. In mining today, everyone and everything works under extreme pressure to produce 24/7. Mines have high quotas, and equipment without P&H’s leading-edge technology is left in the dust. And any downtime has a devastating impact on production and profitability.

Working with client-supplied photography to keep costs down, and under a short deadline, LePoidevin Marketing developed the “Crunch Time”? concept and executed a full-page, four-color ad. The ad was extremely well received by the entire P&H organization — from the c-suite to field sales personnel. And the editor of Coal News commented, “It [the P&H “Crunch Time"? ad] is one of the best mining ads I have ever seen. Very Powerful!”?

The concept had global appeal, too, as we also rendered a version for the Russian market.