New marketing effort illustrates the company’s rich history of partnership in making the impossible possible
– The Lincoln Electric Company
demonstrates its welding expertise by relating stories about how the products it manufactures have been used to enable many of the innovations that we enjoy every day. Made Possible With
is a new approach to demonstrating the company’s know-how and contribution to the welded world in which we live.
“We understand that not everyone is as passionate about welding and cutting as we are, but perhaps if they realized how much it impacts their daily lives, they could be,” said Bruce Chantry, director of marketing, North America, “So, with Made Possible With, we took the approach of showing how welding—and by extension, Lincoln Electric—continues to have an impact on people’s day-to-day lives.”
The result is a more story-driven approach that appeals to a wider audience. The stories are authentic and use a combination of written word, photography, illustration and video to convey how welding and Lincoln Electric products are integrated into people’s lives in an interesting way.
The Made Possible With inaugural effort relates the long-time partnership between Lincoln Electric and the Indianapolis Motor Speedway, the Indy 500, and the technology used in Indy car fabrication. Titled, “This Thrill Made Possible with Lincoln Electric,” it features a story about one of racing’s most important innovations, the SAFER Wall, and the Lincoln Electric products used in its upkeep.
Other storylines slated for 2013 include Lincoln’s participation in the creation of the Grand Canyon Skywalk, the Chicago skyline and the St. Louis Arch. Upcoming features also will include an exploration of welding education and the opportunities in the trade, how Lincoln Electric has enabled small businesses to thrive and the company’s participation in arts and technology.
“We were conscious in choosing the word ‘with’ rather than ‘by’ for our Made Possible With theme,” explains Mike Mintun, vice president of sales and marketing, North America. “Ours is a business of collaboration. We’re at our best when we work alongside customers to develop new processes or approaches to solve a unique problem. Providing welding solutions is at the core of what makes us who we are.”
In conjunction with the launching of Made Possible With
, Lincoln Electric is releasing a screensaver of its popular Flashback FridayTM
social media posts—featuring historic images of the hard working welders of the 1920s, ‘30s and ‘40s, available through this link.
is the world leader in the design, development and manufacture of arc welding products, robotic arc welding systems, plasma and oxyfuel cutting equipment and has a leading global position in the brazing and soldering alloys market. Headquartered in Cleveland, Ohio, Lincoln Electric has 45 manufacturing locations, including operations and joint ventures in 19 countries and a worldwide network of distributors and sales offices covering more than 160 countries. For more information about Lincoln Electric and its products and services, visit the company's website at www.lincolnelectric.com
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