The Overhead Alliance Packs a Mighty Marketing Punch for Three MHI Industry Groups

A recent article in MHI Solutions magazine explored the role of the Overhead Alliance. It explained how the three MHI Industry Groups groups are combining their marketing muscle to pack a much greater punch than working separately. The Overhead Alliance unites the Crane Manufacturers Association of America (CMAA), Monorail Manufacturers Association (MMA), and Hoist Manufacturers Institute (HMI).

These three industry groups have many related products and business interests. Their members also serve similar industries and potentially even serve the same end‑user facilities, said Erin Drake. Drake is Director of Marketing for R&M Materials Handling Inc. and Demag Cranes & Components Corp., sister companies based in Ohio.

“It made sense for us to get together as a group and harmonize our efforts for marketing, creating new materials and supporting our members,” Drake said. “It also made sense to combine our budgets to get the most bang for our buck when it comes to marketing.”

Overhead Alliance Collaboration Yields Strength

Another concern when it came to marketing was that the three groups could inadvertently “step on each other.” This was especially likely in the digital space, where concurrent digital marketing campaigns might unnecessarily compete, she said. Having a more coordinated marketing effort made sense as well.

The Overhead Alliance is currently working on a marketing one‑pager for each industry group. The documents detail why it’s important and worthwhile to be part of those groups, said Dustin Krauth, national sales manager for MHI member TC/American Crane Co.

“The industry groups act as the knowledge base for each industry,” Krauth said. “Being involved in these respective groups gives companies the opportunity to help keep up on specifications and changes in the industry, provide feedback and be able to advertise that they are a proud member of said industry group.”

Specifications and Standards Updated

The Overhead Alliance is also launching a digital campaign with Google Ads and then with Google Display. It focuses on some of the group’s recently published specifications:

“Our thought was to create some brand awareness of those specifications that are referenced widely around the crane industry,” Drake said.

End users depend on these specifications and the industry’s leaders to help guide the decision‑making process when putting in a new material handling system or looking to upgrade something that is existing, Krauth said.

Overhead Handling “Think Tank”

It’s smart for warehouse managers and equipment owners to do business with members of these three groups. Why? Because they represent the vast majority of both manufacturers and crane builders in the Americas, both in products and in industry knowledge, Drake said.

HMI members manufacture hoists, and often the other moving parts of the crane. Conversely, CMAA members are primarily crane builders. They incorporate hoists and other moving components, plus design the structural steel components. Ultimately, CMAA members bring those together and, in many cases, install them where they’re going to be used by the end customer, she said. MMA members manufacture light rail systems and workstation cranes.

The members of the three groups represent a “think tank” when it comes to specifications, safety and how things should be done, Drake said.

“These are people with years and years of industry experience. Bringing those people together on a voluntary basis just to get their knowledge out and make industrial material handling safer and more effective—that’s the main reason for having MHI and the Overhead Alliance in general,” she said.

Overhead Alliance Supports OSHA CHM Alliance

Part of the Overhead Alliance’s mission is to support the three groups’ association with OSHA, operating as the Crane, Hoist and Monorail (CHM) Alliance. The CHM Alliance serves as a liaison for overhead lifting companies to OSHA. It teams with the federal agency to promote a wide range of safety initiatives in the field.

In February 2021, OSHA renewed the alliance for the second time. The renewal recognized its efforts to promote safety priorities in a variety of ways. Based on the extent of those efforts, OSHA granted the alliance Ambassador status. Such status is a sign of the strength of its relationship with OSHA.

The CHM Alliance gives the overhead lifting industry a vital way to connect directly with OSHA. It enables the group to share important trends they are seeing and experiencing firsthand, said Rose Haire, MHI’s managing director for the three industry groups.

To learn more about the Overhead Alliance, visit mhi.org/overheadalliance.