Best use of thought leadership: Shape shiftersSFS intec are experts in the design, manufacture and supply of hinges to the UK construction industry. Their products are at the cutting edge of technology and therefore come at a premium. But following the economic downturn, the industry began to specify cheaper products, not considering how this would impact performance, let alone compliance. With strict changes to building regulations looming, SFS intec needed to highlight the importance of correct specification to the market. So with the help of Stein IAS, they took a thought leadership stance, setting out to educate the market and increase sales revenue by 10%. A website offers sound advice to the hinge supply chain. The Hinge Regulations Ebook is one of many thought-leadership pieces on the site, and proved an excellent “foot in the door” as the key download in an integrated campaign using the awesome “Shapeshifters” creative concept.Coordinated activity on email, social media, PR and at an industry trade show helped SFS intec achieve a 19.5% uplift in sales revenue on the previous year, and secured their position as industry thought leaders.