Stepping Up Our Marketing



Hennig Inc. has achieved manufacturing excellence over the last few decades by providing some of the highest quality machine protection products and services the market has to offer. Now, we are taking the next steps to improve our business and increase our market share even more. It hasn’t always been easy getting from where we were more than 60 years ago to where we are now. But we can honestly say the hardest parts are behind us. You can only improve products and processes so much before there is little to no room left for improvements. Although we will continue to innovate further, we have successfully neared that point in our manufacturing processes for a few reasons.

 First, we have implemented lean thinking principles which allow us to operate with less unnecessary expenses, for example, excess inventory and waste. Second, we have become a continuous improvement organization which always seeks to improve products, processes and people through innovation, lead time reduction and personal development training. Third, we have invested heavily in state-of-the-art plant and equipment in order to ensure our employees have the right tools to create real premium value for our customers. Now, we get to pay it all back to those who helped us make it possible by awarding us with their loyalty… Our partners, employees and our customers.

The idea is that we will utilize our strong foundational infrastructure in the industry matched with significant improvements in our marketing strategy to become one of the most “user-friendly” companies the market has to offer. What we mean by user-friendliness is that everyone who is involved with Hennig, whether as a partner, employee or customer, will experience our dedication to improvement through the ease of working us. This means that we will need to focus on things like improved communication, customer-orientation and value creation, or in other words, marketing…

The following areas of our marketing strategy will be heavily focused on and enhanced throughout the next few years:

Search Engine Optimization

One of the first areas of focus for us at Hennig is our inbound marketing. This includes things that attract our customers to us. For example, Search Engine Optimization (SEO) allows people to find us more easily on various search engines based off of their queries, especially Google. The key is to provide the best possible user experience for those who visit our website by making it easy to navigate, filled with helpful content and popular keywords, and visually appealing. Companies like Google utilize extensive algorithms and techniques to determine how user-friendly a website is. Therefore, if we are rated well in SEO we will show up in searches more often, thus, enabling our customers to find and conduct business with us more easily.

Social Media

Another area we will be focusing on in the realm of inbound marketing is a newer frontier called social media. Over the last decade social media has greatly impacted the way people market their products and services. It is a dynamic medium for people and businesses to increase brand awareness, network, establish authority, and interact with partners, customers, etc. Furthermore, the rate of technology advancements over the last few decades has impacted society’s attention span as a whole. Many people do not have time to read lengthy articles and webpages full of content and prefer something that mixes visual, aural, and textual messages all in one. Which makes it no surprise that video is now number 1 in terms of informational mediums.  Therefore, you can now find Hennig and various videos of ours on the following:

  • LinkedIn
  • Facebook
  • Twitter
  • WordPress
  • Google+
  • YouTube

Customer Relationship Management and Marketing Automation

            Customer Relationship Management (CRM) and marketing automation are software programs that will allow us to both streamline processes in our sales cycle, as well as, improve our communication internally and externally. CRMs have become extremely popular recently due to their highly customizable options for businesses of all sizes and markets. They help companies do things like store data on leads, quotes, and orders or start group chats with file upload options. When matched with marketing automation, we will now have software that automatically helps us convert leads and quotes into orders, as well as, determine ROI.


In addition to inbound marketing, we also need to focus on our more conventional marketing activities that “reach out” to potential customers, known as outbound marketing. One of the biggest opportunities for us to reach out to our potential customers is now less than a year away, the International Manufacturing Trade Show (IMTS) 2014. This year we will be showcasing brand new state-of-the-art booth designs that will allow us to show all of our product and service offerings in an eloquent fashion. This will allows us to boldly reach out to thousands of potential and existing customers in the industry at the world’s second largest manufacturing tradeshow. Sign up for our email newsletter at for more information and updates until the show this September in Chicago, IL.


            Paired with our CRM’s database capabilities and marketing automation, email will become one of our primary outbound marketing tactics. We now offer an email newsletter signup section our website. This will offer our customers the latest news about our companies, new products and services, special offers and promotions and upcoming events. Although it has been used somewhat in the past, we plan to really take it to the next level this year to give our customers and partners the information they need to conduct business with us.


Another area we have been focusing on is simple branding opportunities with our existing products and packages. For example, the majority of our products now have a logo somewhere on the product itself as well as the packaging. Pretty much anything we can put our company or product logos on needs it to help create and maintain brand awareness. This includes the use of our corporate colors and standard logo designs on various marketing materials to build recognition of our brands and our company.


Last but not least, we have embarked on a never-ending quest to conduct research on our markets to ensure that we are, not only keeping current with, but setting the latest trends in the industry. This is a paramount step to us at Hennig to maintain our quality standard of being a continuous improvement organization. However, as helpful as all these steps are for our marketing efforts, the most important task of all that they help us accomplish is earning your loyalty…


Way Cover Repair Service


Hennig, Inc. has announced fast repair service for any way cover brand or style. According to the company, Hennig’s Mobile Way Cover Repair Unit provides the following:

  • 48 hour service
  • Same-day turnaround of repair diagnosis and cost estimate
  • Highly trained technicians
  • Covers returned to OEM specs or better
  • 180 day warranty on parts and labor.

A full range of services are available and include:

  • Straightening or replacement of cover boxes
  • Replacement of way guide, side brass guides, wipers, V-guides or rollers
  • Polishing, assembly, inspection and more.

Preventative maintenance agreements and training seminars are also available.

Through its North American support facilities in Cincinnati, OH; Charlotte, NC; Kitchener, ON; and Oklahoma City, OK, Hennig reported that it can refurbish and repair all makes of machine protection products.

Hennig designs and produces custom machine protection and chip/coolant management products for machine tools. Hennig products are designed to protect against corrosion, debris and common workplace contaminants.

Giving for Good

Giving for Good

Advanced Machine & Engineering Co. (AME) and their sister company Hennig Inc. are proud supporters of various organizations and causes. The 2013 year was very successful for both organizations, allowing them to give back a significant portion of their earnings to their communities and society as a whole. Collectively, they donated over $250,000.00 to local, national, and global charities & organizations throughout the year. Some of the organizations they support include local ones like the Rockford Rescue Mission, which received more than $100,000.00 for an expansion project to prevent homelessness in the Rockford area. Others include larger national organizations like the American Cancer Society or Muscular Dystrophy Association which are dedicated to disease awareness and prevention. Dietmar Goellner, CEO of AME and Hennig says, “We will always give back to our community and our people, it’s not even a question.”

Since their beginning, AME has been blessed with steady growth and good fortune, allowing them to later acquire Hennig Inc. in the 70s. Now both work in a synergistic environment to provide high-quality machine tool components and machine protection products and services while supporting people, communities and causes throughout the world. Even AME & Hennig’s employees give back significant portions of their income to various causes and charities. It’s not expected of them, but has simply become part of the culture at both companies.

Advanced Machine & Engineering and Hennig have always given back to local communities and society in general and will continue to do so as long as they are in business. They are thankful that this year was such a success that it enabled them to donate such a large portion of their profits. The following is a list of charities and organizations that Advanced Machine & Engineering Co. and Hennig Inc. have donated funds to in 2013:

• Alzheimer’s Association
• American Cancer Society
• American Institution for Cancer Research
• American Diabetes Association
• American Heart Association
• American Lung Association of Illinois
• Amnesty International USA
• Arthritis Foundation
• Barbara Olson Center of Hope
• Boylan High School
• Boys and Girls Club of Rockford
• Boy Scout of America
• Boys Town
• Bridge Ministries
• Carpenter’s Place
• Carrie Lynn Children’s Center
• Charity Watch
• Children’s Home & Aid
• Children’s Foundation
• Christian Defense League
• Christian Life Center School
• Cystic Fibrosis Foundation
• Discovery Center
• Doctors without Boarders
• Easter Seals
• Faith Lutheran Church
• Feed the Children
• Franchesco’s Folds of Honor
• German Society of Rockford
• Gigi’s Playhouse Rockford
• Greater Illinois Chapter
• Habitat for Humanity
• Harlem Community Center
• Harvest Bible Chapel
• Hope for Haitians
• Howard Center
• Illinois Growth Enterprises
• Juvenile Diabetes Research Foundation
• Leukemia & Lymphoma Society
• Lutheran Hour Ministries
• Macular Degeneration Association
• March of Dimes
• Mosaic Foundation
• Mother House Crisis Nursery
• Muscular Dystrophy Association
• National Foundation for Cancer
• National Glaucoma Research
• National Multiple Sclerosis
• Northern Illinois University Rockford Club
• Northern Illinois Hospice Association
• Northern Public Radio
• Paralyzed Veterans of America
• Parkinson Research Foundation
• Regional Access and Mobilization Project
• Rockford Christian Schools
• Rockford Park District
• Rockford Lutheran School
• Rockford Meld
• Rockford Police Unit 6
• Rockford Public Library
• Rockford Rescue Mission
• Rockford Symphony Orchestra
• Rock River Valley Pantry
• Rosecrans Foundation
• Salvation Army
• SERRV-Lutheran World Relief
• Smile Train
• Special Friend Foundation
• Special Olympics
• St. Jude’s Children’s Research
• St. Stanislaus Church
• Tinker Swiss Cottage Museum
• United Cerebral Palsy
• United Lutheran Church
• United Way of Rock River
• Village of Progress Foundation
• Wayne Presbyterian Church
• Winnebago Co. Fair
• Wounded Warrior Project
• Zion

Think Global, Act Local

Hennig Inc. is a global company specializing in machine protection products and services. The organization and its leadership are dedicated to helping local communities by giving back in the form of donations to numerous charities and non-profits and by providing rewarding careers for individuals. Think global, act local. For more information please visit

Global Excellence in Machine Protection


Hennig solutions can be custom-tailored to any machine, workspace, or performance requirement, so they perform precisely as needed to protect your machines. Our solutions are supported worldwide with a global sales and service network, which includes facilities and partnerships throughout the industrialized world for fast access to replacement parts and services. So when you work with Hennig, you get the technology you need to protect your machines and the infrastructure you need to protect your competitive position.

The following is a brief overview of the products and services offered by Hennig:
• (HSC) – Telescopic Steel Covers
• Chip Conveyors
• Chip Disc Filtration (CDF) Systems
• Folded Bellows
• Flex-Protect Systems
• Machine Enclosures
• Power Generator Enclosures
• Roll-up & Flexible Apron Covers
• Wiper Systems
• Stabilastic Telescopic Springs
• Stabiflex Cable Conduits
• XYZ-Modules
• Way Cover Service & Repair (Hennig & Non-Hennig Covers)
• Customer Specific Designs

Hennig products are reliable, durable, and perfectly tailored to protect against corrosion, debris and common workplace contaminants.

There’s no better way to protect your investment on the shop floor.

Hennig banner