Houghton International

Industry: Metalworking

Target Audience: Plant and production personnel in plants that use chemicals and metalworking fluids

Business Objective: Brand Houghton as the metalworking fluid management experts. A reputation as the market leader will help Houghton reps close more sales with less price cutting.

Strategy: Publish articles in key metalworking publications that get across the message that Houghton helps companies reduce overall use cost and produce better products.