In March 2007, Würth UK – a leading supplier to the automotive industry – approached Atom to create an interesting, entertaining and useful magazine, which would engender pride in-house and build the brand externally.

Würth UK is part of the Würth Group – a worldwide trading group with 376 companies in over 80 countries. Supplying over 100,000 products for a wide range of industries, Würth is highly regarded for delivering high-quality products with a high-level of customer care.

The main function of the magazine is to improve brand awareness amongst its readers. The magazine also communicates that Würth UK is a company that cares about and understands its customers and their work environment and does its best to improve their working lives. Each issue would highlight the depth and breadth of the work that Würth is involved in.

Download a sample page (PDF) from this magazine

Atom created Connect – an informative magazine with an informal and entertaining style.

The readers of Connect range from the managing director of a large dealership franchise, to engineers and one-man workshop businesses,
so content was tailored to work at all levels, and utilise Würth's wide-ranging expertise.

Every issue includes a six-page focus on developments in the UK and overseas, both within Würth and across the industry in general, as well as providing invaluable information in a regular business advice feature – focusing on customer care, corporate social responsibility and management systems.

To showcase the talents and achievements of Würth employees as well as Würth customers around the globe, there is a four-page section dedicated solely to the Würth community. The magazine also features an in-depth industry analysis from an aftermarket expert and the wise words of a leading and respected industry figure.

General feedback:

“The content of Connect is informative and interesting with enough humour to set the right tone, making it a joy to read. Also, the cover design and page layouts are eye catching, attractive and very professional.”
Barry Hunt, Product Manager, Würth UK

Research:

In April 2008 Atom employed JB Research Services to conduct a series
of telephone interviews using questions agreed by both Atom and Würth.
We interviewed 71 sales consultants, approximately 20% of the total sales force.

From the interviews with the sales force we found that at least
26 WoW! diagnostic kits were sold as a direct result of Connect magazine (after three issues).
This equated to sales of approximately £65,000 for WoW! alone, from the 20% of sales consultants Atom spoke to (based on the average sale price for a WoW! diagnostics kit at £2,500).

Connect magazine helps sell more products
• 80% of respondents strongly agreed or agreed
• 68% of respondents had made at least one sale (and possibly also had one or more enquiries) as a result of Connect

Connect magazine raises awareness of Würth
• 86% of respondents agreed
• 13% of respondents disagreed


Comments from Würth sales consultants:

“Customers read about certain products which leads to a sale. Case studies like Rost Off Ice – customers are interested and ask me about it. The magazine makes them interested and we can capitalise on that.”

“It works as a sales tool, it has opened customers’ eyes to the full range of what we do.”

“Customers have read Connect and said they didn't realise we did certain things, mainly about the WoW! diagnostics kit.”

“It provides a talking point and we can talk about the products in the current edition.”

“It brings brand awareness and that we are a very large company. A lot of customers have mentioned that. Since reading it they have bought items.”