Prevost Marketing Tool Kit Delivers 1,700 Assets in The First 60 Days
Challenge What do you do when your customers need help? You help them, of course. The bus manufacturer’s direct customers—tour operators—are not known for their marketing acumen. Prevost decided to step in to provide support to raise awareness and promote motor coach travel over other alternatives. Solution
Volvo Trucks Advantage Site Uses Personalization to Increase Sales with A 53% Open Rate and 35% CTR
Challenge Salespeople are busy. They needed a way to access the key info their customers cared about most. Our job was to support sales efforts at dealerships by consolidating a vast amount of technical information in an easily accessible format. Solution We built a program that included a dynamically populated customer experience that reflected the […]
Volvo Trucks Genuine Overhaul Campaign Simplifies Complex Sales Conversations
Challenge Overhauls aren’t sexy like a shiny new truck. Okay, sexy isn’t the right word but you get the idea. There are a lot of fleets that operate older equipment that could benefit from an engine overhaul. Our job was to make sure they consider a genuine overhaul before the truck is on the hook […]
Mack Genuine Oil Campaign
Challenge Simply put, yes, the oil costs more, but you use much less of it. With the introduction of its innovative EOS-4.5 heavy-duty oil, Mack Trucks needed to educate fleet operators about the potential cost savings in both equipment protection and extended service intervals made possible by the new formulation. Solution The campaign consisted of […]
Road Choice Truck Parts Rebranding Increases Dealer Participation
Challenge The original Road Choice branding was designed to bring to mind a simpler time with the vintage look of an old, friendly truck stop. However, as the brand evolved it became apparent that it was out of sync with the target of fleet operations of varying sizes. Without a clear, well-defined brand the customers […]
Häfele Artisan Sampler Innovation Saves $60K in Production Expenses
Challenge When Häfele launched the Artisan line of hardware, what its managers thought they needed was a brochure. But we used our scientific process to unearth the challenge that dealers faced: a tool to help their customers visualize the result. Solution Using print execution to achieve our own virtual reality, we printed product samples on […]
Quick, what does your brand stand for?
If you have to stop and think, you’re in trouble. It’s important to continuously educate your organization about what makes your brand unique. Because the worst brand message is no brand message at all. Of course, you have a brand message. You know it by heart from all those conference room presentations you’ve made. But […]
Filling potholes in the customer journey.
The path from your brand to your customer must include your dealer’s brand. Manufacturer brands that sell through independent dealers often ignore those dealers. And in cases where the dealer isn’t completely ignored, they’re taken for granted—and treated as an in-house sales rep. Manufacturers and their dealers often end up fighting over customers like a divorced […]
Three ways to fill the holes in your digital strategy.
Having a digital strategy is a good thing. But there’s a problem. We count on digital metrics to make an impact in the non-digital world. And frankly, they’re not enough. Most products exist in a form other than just pixels. They’re on a shelf, in a showroom, or on your porch in an Amazon box. […]
A little help for your in-house creative groups.
As those of us in advertising and marketing busy ourselves with definitions of new norms, and point to trends we’ve observed during the current value-pack of crises, I’d like to focus on one of the fastest growing entities in the marketing world: in-house creative teams. Over the past few years, in-house creative—collectively the staff and […]
Here’s what I’ve learned from being laid off a bunch of times. You may find it helpful.
I’ve worked in the ad agency and creative firm business my entire adult life. And that’s a long time. For about half of that time, I’ve run my own shop. I realized that folks in this business are uniquely wired to cope with the current crisis. I see people in the corporate world struggling to […]
It’s hard to be engaging over Zoom. We can fix that.
Web meetings are hard under the best of circumstances. These days if you’re preparing content to share with internal or external stakeholders, the visual representation has to work a lot harder. You may be a great presenter in a conference room or on an event stage. But when you’re the size of a postage stamp […]
