Page 35 from: December 2014
35December 2014
‘Window on our business’
The new branding was unveiled in September
at the company’s relatively local RWM trade
show in Birmingham. With help from market-
ing and branding specialists, the rebranding
‘has been hard work as everything has got to
change – leaflets, literature, machine liveries’,
Sally points out. And a substantial revamp of
the company website is ongoing. ‘The website
will be more structured to help guide people to
what they need,’ she explains. ‘It’s about trying
to give the customer a good buying experience.’
Investment in the website will be necessarily
‘heavy’ because ‘it’s a global market and we can’t
visit everyone all the time, so the internet is an
important window on our business’, she acknowl-
edges. ‘We get out and meet customers face to
face, such as at trade shows and through our ser-
vice engineers who are on the road all the time,
but we have to accept that most of our enquiries
these days come via email – well over 50%.’
But many people also come to McIntyre because
they are already satisfied customers. ‘We do get
a lot of repeat business,’ she says. And part of the
reason is that equipment stands the test of time:
some of the balers and shears bought in the early
days of the machinery business in the 1970s ‘are
still going strong’, Phillip notes.
Constant development
While the rebranding exercise has demanded
substantial management time, there has been
no break in the company’s constant develop-
ment of its equipment and machinery offering.
Even at RWM, the launch site for the rebrand,
there was the first viewing in the UK of the new
150 Matrix Easy cable granulation plant capa-
ble of processing up to 300 kg an hour of all
cable types when operated with a shredder, as
well as the latest upgrade of the McIntyre cat-
alytic converter guillotine which, for safety
purposes, enables the hands-free opening of
converters after cutting. And another new offer-
ing at the Birmingham show was the Wagner
WS30 double-shaft shredder which can process
up to 500 kg an hour of hard drives such that
data are irretrievable. It can also be used for
destroying CDs, DVDs and general waste elec-
trical and electronic equipment.
And the rebrand has not changed the day-to-day
focus on designing and building the company’s
JMC and McIntyre brands of equipment, plus
the high-performance Vortex series of car recy-
cling and depollution systems. The company will
also continue to ‘sell, enhance and service the very
best complementary machines from the likes of
A-Ward, Bano, Gusella, Lukas, MG, Oxford
Instruments, Pecher, SAS and Wagner’, Phillip
emphasises. ‘All the products McIntyre offers are
pre-tested at our own base to ensure they live up
to the company’s reputation for durability, per-
formance and profit enhancement. We want
people to know that we only sell what we think
is the best and that we know what we’re looking
for in a piece of equipment because we have used
a lot of it in our own company over the years.’
Hard graft over generations
‘We still want people to come to us because they
want a piece of equipment, but we also want
them to contact us because they know we have
a lot of industry expertise and knowledge, and
can give them excellent after-sales support,’
Sally says in summary. ‘We now want to be seen
as a long-term partner rather than as someone
who just sells a piece of equipment.’
The company has achieved ‘a pole position in
the market’ through ‘a great deal of hard graft
by generations of McIntyre teams’, she contin-
ues. ‘The rebranding will allow us to market
ourselves in a way that people will be able to
come to us knowing that we’ll probably have
something suitable for them.’
And she concludes: ‘The new branding re-as-
sociates us with our roots. We had allowed
ourselves to forget what we have achieved and
just how much we know.’
of equipment brands it was representing. A
particular day-to-day difficulty was directing
customers to the equipment options relevant
to their specific needs because of the breadth
of the portfolio. And so to help guide custom-
ers, a key part of the rebranding exercise has
involved devising five sector-focused headings:
McIntyre Metal for ferrous and non-ferrous
recycling systems; McIntyre Cars for car recy-
cling and depollution equipment; McIntyre
Waste for waste processing options; McIntyre
Aluminium for kit to sort, bale, cut and smelt
the light metal; and McIntyre Used for recon-
ditioned and used machines.
A new gold pentagon logo has been created to
underpin the company’s new tagline of ‘the gold
standard in recycling systems’. Sally explains:
‘We have chosen “gold standard” because we feel
we offer the best equipment and also the best
choice of equipment. It also keeps everyone on
their toes because it’s a boast we have to keep
living up to.’ Initial feedback suggests the
rebranding ‘has helped people understand us
better and what we are able to offer’, she adds.
The JMC name will live on for now as the com-
pany plans to use the phrase: McIntyre – a JMC
Recycling Systems Ltd company. ‘But ultimate-
ly,’ she says, ‘I can foresee the day when it will
be just McIntyre.’
The fi rst McIntyre Alligator shear ever built.
This photo was taken in the early 1970s.
320 alligator shear in the new McIntyre livery, a ‘best seller’ with
more than 4000 in operation worldwide.
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