Hörmann When it matters, the doors are Hörmann

Background

The Hörmann Group is a leading door manufacturer based in Germany with its UK headquarters in Leicestershire, which supplies to a multitude of private and commercial properties across Europe, Asia and North America.

Established in 1935, the family-run company is renowned for its quality and innovation across both the industrial and domestic sectors. Hörmann’s various doors, curtains, shutters and loading bay equipment are used in the warehouses and distribution centres of clients such as Prologis, Asda, John Lewis and Amazon, and its garage doors are regularly chosen by homeowners across the country.

Hörmann identified a need to move away from paid-for content to free up resources, but didn’t want this move to impact on the results gained from the company’s PR output. We were charged with increasing coverage in target media, both in print and online, as well as supporting Hörmann’s marketing efforts with copywriting and content creation, design, photography and videography, and consultancy advice.

Approach

Communication has been at the heart of our operations with Hörmann since the start. By working as an extension of the in-house marketing team, we have been able to coordinate our activity alongside theirs to maximise results.

We’ve developed strong relations with key staff members, particularly in the sales team, which has also made us more aware of any interesting or unusual upcoming projects, enabling us to produce a number of sought-after case studies for key titles. Along with news articles and thought-leadership pieces, we’ve kept the Hörmann name in the public eye.

In addition to traditional media relations, we also support the marketing team’s efforts with content creation and copywriting for use in digital mediums such as emails and newsletters.

We also helped to produce virtual showroom videos for use with advertising material, and more recently have directed and managed a short promotional film and a radio advert.

Results

Despite relying significantly less on guaranteed, paid-for editorial opportunities, we have managed to surpass previous results, both in terms of reach and financial return.

Our PR activity has firmly established Hörmann as the authoritative voice for both the domestic and industrial markets. We’ve secured coverage for Hörmann across a range of print and online media, and importantly built strong relationships with key journalists.

In 2015 alone, our various releases, features, interviews and case studies were seen by close to 2,000,000 people.