Case Study: Behringer achieves top-selling HBE launch with McCue & Associates

Behringer makes HBE series its #1 saw in 1 year with McCue & Associates

Behringer Saws, Inc., a leading manufacturer of high-quality industrial band saw machines, faced a challenge with market perception that its premium brand was higher cost, despite a lower total cost of ownership. To break through this price barrier and gain wider market share with its new HBE series saw, Behringer turned to vendor McCue & Associates LLC to craft a marketing program.

McCue & Associates developed a comprehensive integrated campaign that included strategic positioning, advertising, collateral, and publicity. The campaign successfully positioned the HBE as an affordable, everyday option without compromising the premium brand. As a result, the HBE Series became Behringer's number one selling saw machine within one year, meeting and surpassing all launch goals for McCue & Associates' client.

Behringer