Positioning a small manufacturer as a global thought leader

FB Chain is a high-quality UK manufacturer of leaf chain and other forklift mast components, employing approximately 30 people in its production shop, warehouse and sales office on the outskirts of London. The company supplies three of the five largest forklift truck manufacturers in Europe, as well as forklift owners and rental companies in the aftermarket. FB Chain is the only leaf chain manufacturer to be represented by both BITA (The British Industrial Truck Association) and the FLTA (Fork Lift Truck Association).


THE CHALLENGE

New product launches and customer stories are the bread and butter of many manufacturers’ communication activities. Yet the design and manufacture of industrial chains have changed relatively little since the 1800s and the big names that integrate them into their final products are often unwilling to detract from their own brand by referencing suppliers. Despite plenty of enthusiasm, FB Chain was unclear as to what it could communicate and how to go about it.


THE SOLUTION

Luckily for FB Chain the perfect source of content – for its website, newsletters, press releases and social media – was right under its nose. For many years the company has gone above and beyond in contributing to ISO and BSA standards committees, developing rigorous product testing and certification processes, and advising customers on the right specification, lubrication and maintenance for their application. SE10 has helped FB Chain to share its immense technical knowledge and experience with a wider audience – in an accessible and entertaining way – and achieve the industry recognition it deserves. FB Chain’s product experts are regularly quoted in the materials handling press on matters of safety and maintenance, and the company was named Supplier of the Year at the 2015 FLTA Awards for Excellence.