Makino launches secrets campaign
Makino, a machine manufacturer based in Auburn Hills, Mich., last month broke a print campaign with the tagline "The trade's secret." HSR Business to Business, Cincinnati, developed the campaign, which uses mini-case studies to show how Makino can help companies reduce the costs associated with manufacturing. The ads are aimed at manufacturing engineers and technology buyers in manufacturing industries and plant management. Print ads are running in trade publications including Manufacturing Engineering, Modern Machine Shop and American Machinist. The campaign uses visuals of manufactured components, such as a large-screen TV speaker grille and an iron brake caliper, along with brief case studies that show how Makino helped the manufacturers save costs on manufacturing those parts. Ads drive readers to Makino's booth at the International Manufacturing Technology Show, which will be held in Chicago Sept. 8-15. Spending was undisclosed.