A MAGAZINE FOR CARPENTERS: MAßARBEIT
HOMAG is the world’s leading solution provider in the woodworking industry – and the skilled trades, at least in theory. At the end of the 2010s, process changes and increasing digitalization meant that the carpenters and joiners, still the most important target group, no longer really felt that they were being met. The company could therefore not afford to lose sales and trust.
Bringing HOMAG closer to the craft with corporate publishing. Based on a comprehensive customer survey, we developed a campaign for the trade: Hands on wood. The clear message: HOMAG has understood that not everything went perfectly in the past and what the trade is all about. The central, deliberately analog element of the campaign is made-to-measure work. A newspaper for carpenters and joiners, packed with exciting stories about colleagues, useful practical tips and detailed technical explanations.
The Maßarbeit
The original 8 pages have been expanded to 12 in order to be able to include the reports submitted both internally and externally. The focus is always on the carpenter. “Maßarbeit” (en.: Custom work) is not a sales tool for HOMAG, but rather a growth tool for joineries. In detail: Schindler Parent acts as an objective editorial team that is responsible for interviews and photo shoots.
Photo shoot
We portray one joinery per issue. This involves a full-day photo shoot at the company, which may of course use the resulting images for its own communication purposes. The focus is less on the HOMAG machines and more on the employees, products and history of the joinery.
COLUMNS
Current topics, a HOLZ IM BLUT (en.: passionate about wood) employee portrait and the double-page ERFOLGSGECSHICHTE (en.: Success story) are just as much an elementary part of the custom work as tips and tricks AUS DER PRAXIS (en.: from practice), digital and innovative features in the section HOLZ MIT ZUKUNFT (en.: Wood in future) and machine innovations (SPANNEND & SPANEND). Each issue begins with the foreword LAUT GEDACHT (en.: thinking out loud) and ends with a technical deep dive in WURZELWISSEN (en.: rooted knowledge).
DATA & FACTS
The biannual Maßarbeit has been published since 2019. Issue 12 is currently (as of July 2024) being finalized. This means that in just a few weeks, 85,000 freshly printed copies will find their way to joineries in the DACH region – as inserts in the most important trade magazines or by direct mail.
“The Maßarbeit has become an integral part of our communication. And so have the joineries. That makes us very happy. It has enabled us to strengthen our brand perception in the trade in the long term and further expand our position.”
MARKE & MARGE®
How often are company magazines or customer newspapers just nice flashes in the pan? Not so with Maßarbeit. Now 11 issues, with the twelfth already in the starting blocks, speak for themselves. And the increase to 12 pages because there was simply too much input from the various departments and customers.
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