Hannecard, one of Europe’s leading suppliers of rubber, polyurethane and composite roller coverings, needed a dynamic way to market its innovative HandyCoat can coating system. The HandyCoat solution, developed to streamline the can coating portion of the can manufacturing process, is targeted to can manufacturers all over the world.
Because this market is extremely consolidated, with a few global companies dominating the industry, the number of potential customers is quite small, but the market opportunity is significant. Hannecard wanted to zero in on can coating professionals within this unique niche market, to share information about the benefits of the HandyCoat system.
They partnered with Living Stone to develop a program to engage this group, which is based on two elements: a microsite dedicated to the HandyCoat solution, and a precisely-targeted LinkedIn campaign.