SPAX Taps Social Media ‘Influencers’ To Market Fasteners

SPAX Engineered Fasteners uses a network of contractors and craftsmen to showcase projects made with SPAX structural fasteners, driving demand for their products at lumber yards and building supply stores.

SPAX Engineered Fasteners is expanding its marketing through a crew of influencers, a nationwide network of contractors and craftsmen who use social media to showcase projects made with SPAX structural fasteners, driving demand for its products at lumber yards and building supply stores.

While influencer marketing, a form of social media marketing also known as branded content or working with creators, isn’t new, it’s not widely utilized in the fastener industry. But that didn’t stop SPAX.

Marketing director Robert Knecht said the influencer program began with contractor trade shows. SPAX welcomed contractors to drive screws in the SPAX booth. Actual contractors “started seeing” how SPAX installs and began “taking a liking to our brand and posting it on websites.”

Individual woodworkers started posting on Instagram or other social media. Most were timelapse videos.

“We love it when they slow it down and show hard-to-see screw applications,” Knecht said.

The influencers get watched by colleagues looking for tips on “getting around sticky situations” in woodworking.

“Our product line is traditionally big box retail and DIY customers,” Knecht told FIN.

Among pro contractors and advanced DIY-ers who use our fasteners, SPAX has extremely strong recognition and brand loyalty,” Knecht said. “Our goal with the SPAX crew is to build relationships with these influencers and amplify their voices, letting them tell their unique stories about why they choose SPAX.”

“The SPAX crew program aims to engage multiple audience levels, from everyday product users to larger-scale influencers with hundreds of thousands of followers,” Knecht said.

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SPAX crew members share social content about their projects and receive branded SPAX swag and product samples. But most influencers aren’t looking for anything from SPAX, Knecht finds.

“They may gain an audience and respect as an influencer.”

In some cases, SPAX has shared videos and there could be situations where SPAX could compensate influencers.

“Homeowners want to show off their work,” Knecht said.

D’ondra Howard of Workboots & Glasses, a furniture maker and custom woodworker in Sacramento, CA, is a SPAX influencer.

“I’ve been using SPAX fasteners for the two years that I have been creating custom home furnishings,” Howard said. “I like the products and they were easy to get and use. They don’t strip like others I’ve used before.”

SPAX launched a website for its crew influencer program: SPAX.us/SPAX-crew.

The SPAX crew started with about 20 influencers and Knecht says the number has grown to over 300.

Knecht noted that while it’s difficult to show specific sales results from SPAX’s influencer program, there has been sales growth in the channel. The growth also has led to a contractor advisory group where SPAX asks five people for a one-year commitment in advising on products.

Beyond the SPAX marketing team, Knecht credits Interrupt, its Ohio advertising agency.

“It was not on our own. We developed together

Tradeshows

with our agency.”

Founded in 1981 as TruFast, SPAX fasteners are German-engineered and manufactured in Bryan, OH, at a 200,000 sq ft facility with engineering, manufacturing, administration and central warehousing. SPAX is owned by Germany-based Altenloh, Brinck & Co. Group. Web: Altenloh.US

850 Companies From 44 Countries Exhibiting at Fastener Fair Global

After four years of postponements due to Covid-19, Fastener Fair Global will return March 21-23 in Stuttgart, Germany.

The trade show had been known as Fastener Fair Stuttgart, but has been renamed “Global” for its 9th biennial trade show.

Show organizers report 850 companies from 44 countries have booked exhibit space.

“After four years since the last edition, it is rewarding to be able to welcome the international fastener and fixing industry,” European Fastener Fairs portfolio director Liljana Goszdziewsk said.

“The high turnout of exhibiting companies confirmed at the event reflects an eagerness for the sector to get together face-to-face and participate in the show to allow plenty of business networking activities and enable new sales and learning opportunities in a fast-growing market.”

Fastener Fair Global is organized by RX Global, which manages 400 events from 43 industry sectors in 22 countries. Related shows are Fastener Fair Italy, Fastener Fair India, Fastener Fair Mexico and Fastener Fair USA. Web: RXglobal.com

Shorttakes

Alloy Wire Int’l named Tom Mander as managing director, succeeding Mark Venables, who becomes chairman.

Mander has been with AWI for 17 years.

AWI also announced Bill Graham retired as chairman after 50 years since starting as a maintenance engineer in 1972, leading a MBO, selling the company and then buying it back.

AWI manufactures round, flat and profile wire. AWI sales to U.S. companies rose from $1.8 million for 2020 to $4.2 million for 2021.

Founded in 1946 by John Stockade, AWI is based in West Midlands, UK. Web: AlloyWire.com

“As demand for our fasteners and related services expands into new geographies, this strategically located Colorado facility enables us to get inventory in the hands of customers faster,” said VP Ben Lussier

The Dacono warehouse will serve OEMs in aerospace, electronic components and other advanced manufacturing industries.

The new facility is the company’s second location outside of its warehouse in Skokie.

Founded in 1985 by current President Wally Nathan, BRF supplies fasteners and hardware to North American OEMs out of Chicagoland. Web: BlueRibbonFastener.com

In late 2022, Bulten began shuttering its factory in Pembroke, UK, eliminating 50 jobs.

Total restructuring costs amount to approximately SEK 11 million. Bulten will spend an additional SEK 12 million to relocate equipment and production to other plants.

The Pembroke operation became part of Bulten in 2020 when it acquired PSM Int’l.

Founded in 1873, Swedenbased Bulten supplies fasteners to the automotive industry, with 1,700 employees in 16 countries. Web: Bulten.com

Charter Steel promoted Tom Marry to president and COO for Charter Manufacturing and Joel Casterton to succeed Marry.

David Donald is

operations VP for Arrow Fasteners

Arrow COO Roberto Izaguirre said Donald’s “expertise in leading large global operations make him a perfect fit for our company’s needs.”

Donald has worked in the industry for 35 years, starting as a quality control technician. Most recently he was responsible for development and execution of the industrial business footprint strategy for Stanley Black & Decker’s 65 global manufacturing sites. He holds a bachelor’s in metalurgical engineering from Michigan Technological University.

Founded in 1929, Saddle Brook, NJ-based Arrow manufactures staples, nails, rivets, grommets and glue. Fifty million Arrow T50 staple guns have been sold in the U.S. Web: ArrowFastener.com

Blue Ribbon Fastener opened a 10,000 sq ft warehouse in Dacono, CO, to better serve customers in the western U.S.

Brighton-Best Int’l added manager of U.S. Anchor to Proferred Global Sales and Product director Scott Gibson’s duties.

Gibson will manage U.S. Anchor sales and certifications, as well as support customers and work with buying groups.

BBI also appointed Larry Unger to the position of Proferred National Drywall Account Manager. Larry has been instrumental in growing our Proferred drywall business,” the company stated. Unger will work closely with Gibson to grow Proferred sales on a national level.

BBI is a master distributor and importer supplying 7,000 distributors through 32 locations in seven countries. Owned by TaChen International, BBI is headquartered in Taiwan. Web: BrightonBest.com

Bulten AB will close one of its two logistics centers in Sweden “to maintain a strong operational platform.” The closure is expected to cost approximately SEK 1.5 million.

Marry joined Charter Steel in July 2022 after 20 years in manufacturing, including six as COO of Modine, a $2 billion Wisconsin-based company that provides heat transfer technology to global end-markets.

CEO John Mellowes said Marry “has quickly demonstrated strong alignment to Charter’s culture and values, deep business expertise and has developed the trust and confidence of Charter leadership and employees.”

Marry holds a BS in mechanical engineering from the University of Illinois and an MBA from Northwestern University.

Casterton was promoted from VP for vehicular thermal solutions and heavy duty equipment at Modine Manufacturing Co.

Family-owned Charter Mfg. is a group of metals manufacturing businesses founded in 1936 and headquartered in Mequon, WI, with 2,300 employees. Web: CharterMfg.com

Charter Steel provides steel melting, bar and rod rolling, coil SHORTTAKES continued on Page 11

SHORTTAKES from Page 10 processing and wire drawing. Web: CharterSteel.com

After 35 years with Hanger Bolt & Stud, David Fretz is retiring as VP.

Initially Fretz headed fastener sales and marketing before progressing to design and marketing of automatic Drill n’ Drive machines and the HBS wire drawing operation.

Founded in 1967 by L.D. Enterkin with a single threader in a one-car garage, Greenfield, INbased Hanger Bolt manufactures roll-formed headless fasteners division designs and builds production systems for the installation in wood and plastic components such as furniture legs. The wire drawing department supplies material for Hanger Bolt fastener production and other users of steel, brass, aluminum and stainless wire. The 55,000 sq ft facility has a capacity to manufacture a million fasteners per day. Web: HangerBolt.com

International Fasteners Inc. promoted regional manager Tony Strein to national accounts manager.

“Tony has been instrumental in helping the company grow for years and will work closely with the regional teams to help ensure the continued growth,” the company stated.

Founded in 1996, International Fasteners supplies Daggerz brand construction fasteners to distributors. International Fasteners has facilities in six states and is headquartered in Tampa, FL. Web: Daggerz.com

Keith Jones retired as sales VP from INxSQL Software on December 31, 2022.

Jones held many jobs in the computer industry throughout his career, finishing in the fastener software industry first with IST and for the last thirteen and a half years at INxSQL.

“Keith helped grow INxSQL through his sales and management skills and played a huge role in our success and making us into the industry leader we are today,” said Bob Reynolds, INxSQL co-founder and president. “He’s a true professional and a great person, we will miss him.”

Waterford, MI-based INxSQL was founded in 2003 by a team of people from the distribution software industry. Web: INxSQL.com

Linc Systems named Mick Beyer as CEO, succeeding Kelly Evans, who retired. Beyer was CFO of Henniges Automotive and has 30 years industrial experience.

Craig Russell, who sold his Active Sales Co. to Linc in 2020, also is retiring. Russell was the 2004 STAFDA president.

Founded in 1995, Linc distributes fasteners, pneumatic tools, packaging and MRO products from 11 locations in seven states and is headquartered in Indiana. Web: LincSystems.com

Fastener executive Marc Strandquist joined MRO supplier Martin Inc. as executive VP, Fastening Solutions Division.

Strandquist started in the fastener industry in 1986 with Rockford Products and worked from 2001 to 2019 as executive VP of Würth Group and CEO of Würth Industry of North America. He became CEO at Optimas Solutions in late 2020.

Strandquist has 35 years of experience in the C-Parts industry overseeing companies in Europe, South America and North America.

“Marc is a pragmatic, entrepreneurial, and collaborative business leader who has a proven track record of moving organizations in the right direction,” stated co-CEO Douglas Ruggles. “I am confident he will help further advance Martin's OEM component and fastening business and deliver on our purpose statement to help companies operate better.”

Founded in 1934, Florence, ALbased Martin Inc. distributes MRO supplies to industrial and construction markets. Web: martinsupply.com

Optimas Solutions completed IATF Certification, adding its center in Pune, India, and new distribution sites in Mexicali, Mexico, and Lockbourne, OH, to the quality assurance process.

“As a team, our entire global organization has worked extremely hard to achieve the IATF certification, representing best-inclass quality management systems for manufacturing, distribution, engineering, and supply chain management,” said Gabriela Gallegos, Optimas VP of Quality.

The IATF 16949 standard provides guidance and tools for companies and organizations who want to ensure that their products consistently meet customer requirements and that quality and customer satisfaction are consistently improved. Web: Optimas.com

Taiwan-based Sheh Fung

Screws has begun construction of a plant in Vietnam to supply North American and European customers. Sheh Fung is investing $23 million in the factory, which it hopes to bring online in early 2024. The phase 1 plant will manufacture 800 tons of mediumto-short sizes of tapping, drilling and coated screws.

A second phase plant is planned.

Founded in 1973, Sheh Fung is based in Kaohsiung and has 300 employees. Web: ShehFung.com