Amerex Corporation
Telling the story of American-made quality.
The world’s largest manufacturer of fire equipment and a member of the McWane family of companies, Trussville, Alabama-based Amerex Corporation emphasizes quality, service and innovation in a competitive, distributor-based industry with similar product lines across brands.
Amerex focuses on quality and cutting-edge technology to justify a premium price point. Amerex products are truly top-of-the-line in the fire suppression industry, while competitors’ products have endured recent recalls due to faulty parts. Still, some fire equipment distributors are willing to accept inferior products at a lower cost.
Overall, the social strategy for this client was to get fire equipment distributors who sell products from multiple manufacturers or only sell limited Amerex products to specify Amerex products in their bids by building awareness of Amerex products’ superior quality and technological innovations that make them more user-friendly for distributors’ customers, regular business owners and operators. In addition to fire equipment distributors, OEMs and select groups of end users are key audiences.
