Leifeld with new brand presence
Since October 23rd, simultaneously with the opening of our most important exhibition EuroBLECH, Leifeld presents itself with a modern and contemporary brand look. The new concept focuses the solutions provider in four core segments which can be operated by Leifeld spinning and flow forming machines: automotive, aerospace, energy and industrial applications. That makes it easier for (potential) clients to find a matching Leifeld machine for their individual manufacturing sector.
„Everything just from one hand“
It took the marketing team altogether 1 ½ years to develop the new concept. “In the beginning there was no such thing as a clearly defined strategic direction. After many conversations, discussions and analyses we determined the company’s strengths and core segments and began to work on the new brand presence”, says marketing leader Dr. Julia Ingwald. The result is quite impressive: Leifeld now presents itself much more customer orientated, interactive as well as more digital. For Leifeld-CEO Oliver Reimann just the right way: “Leifeld is the global market leader in the segment of the non-cutting forming of metal and as well as a partner for its customers. From the idea to the initial operation of a machine and beyond that we are always reliable partners for our customers. Thanks to our future-oriented research and development team we are pioneers in terms of innovations. We design and build precisely fitting solutions for the special needs of our clients and still accompany them after the delivery of their machines with our extraordinary service.”
Focus on visual components
With the new concept customers are attracted by their manufacturing sectors instead of formerly by particular machines or machine series. Therefore, Leifeld decided not to present any machine at its new exhibition appearance. “With the presentation of only one single Leifeld machine we just cover a fraction of our entire portfolio. This is why we represented the four different core segments of our clients through interactive touch terminals and added sample products for the haptic sense. This has the benefit that clients can identify more easily which machine could be a potential solution for their branch of production”, Ingwald explains. In the area of the classical exhibition presentation a novelty that seems quite risky. However, it was worth the effort: “Our exhibition visitors gave us a lot of positive feedback”, sales manager Jacob van Balen says. “Leifeld’s new exhibition booth was very well visited throughout the entire duration of the fair. We welcomed a lot of well known customers and also had the chance to get to know many new potential clients.”