Building a Material Handling Brand

Building a Material Handling Brand

Building a Material Handling Brand

The First Quarter 2011 issue of The MHEDA Journal, the leading online magazine for the forklift, conveyor, storage & handling, and general material handling equipment industries, was mailed to subscribers on January 31. As part of the magazine's continued commitment to highlight the best and brightest young minds in the material handling industry, this issue features a profile of Shari Altergott, corporate marketing manager at Associated in Addison, Illinois.

Associated recently rebranded for the first time in 50 years, and Altergott was in charge of getting the word out about the new identity. "It was an exciting project that will grow our company from material handling dealer of the past to the supply chain solution provider of the future," says Altergott. "We created a new branding message, produced and repurposed our marketing collateral and determined how get our campaign into the market." The project took more than two years, and is Altergott's proudest achievement at the company to date.

In addition to her role in the rebranding process, Altergott is also in charge of updating the Associated website, publications and advertising. To reflect changing buyer behaviors in the material handling industry, Altergott has begun implementing different methods of online advertising using social media platforms like LinkedIn, Facebook, Twitter and YouTube.

Altergott appreciates the daily challenges that the marketing department affords and the creativity that it inspires. Each day in the marketing arena presents a new challenge and Altergott tackles each one with relentless work ethic and innovative solutions. Her management style allows the entire staff to come up with new and unique solutions to every new undertaking.

To learn more, read the full article, titled "Building A Brand," in the First Quarter 2011 issue of The MHEDA Journal Online http://www.themhedajournal.org/index.php/2010/11/building-a-personal-and-professional-brand/. The MHEDA Journal is published quarterly, in January, April, July and October. For more information, contact Chris Powers, editor of The MHEDA Journal, (315) 445-2347, e-mail: chris@datakey.org.

Founded in 1954, the Material Handling Equipment Distributors Association (MHEDA) is the premier source for manufacturing knowledge, education and networking. Through its member journals, e-magazines, newsletters, and industry wiki, MHEDA connects the manufacturers of storage and handling, lift trucks and conveyor equipment and distribution leaders.

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