With a 60-year history of innovation, Mate Precision Technologies took on another new challenge to expand beyond their tooling legacy—launching a new workholding system during COVID-19. With an entirely new customer base and traditional tradeshows or in-person meetings off the table, Mate turned to SCG for a research-focused approach and competitive marketing strategy.


We knew virtual fatigue was real, so a virtual launch was out. Instead, we set our sights on defining the audience and developing stand-out messaging for a rock-solid advertising campaign. With our messaging and strategy in lockstep, we launched the new system through creative print and digital ads, focused SEO, targeted media relations and a robust PPC campaign.


Mate’s Made for Metalheads messaging is a hit. Thanks to our SEO strategy and well-executed Google Ads campaign, Mate quickly rose through the search ranks for selected keywords, making their site easier for new customers to find and generating a significant number of qualified leads. Performing with an airtight plan and a product to match, Mate’s latest innovation has taken the market by storm. At IMTS 2022, visitors packed the booth for the chance to see the new products in person, often saying, "You're the Metalhead guys!"