Improving the customer experience for any brand that sells through a dealer channel must include the dealer in order to be successful.
It’s a conversation that comes up on a regular basis. A client says, “we need to rebrand our company.” To which I reply, “are you sure?” You’d think that as a creative agency, I would simply dive in and push for budget approval. But a rebrand is often ill-advised. I’ll outline the pros and cons, […]
Sales may not be on your resume, but it’s part of every marketer’s job. I came to a couple of conclusions early in my career that have served me well. We’re all selling something. The best salespeople solve problems. Salespeople get a bad rap. They’re punch lines, the butt of jokes, and typically reduced to […]
At this evolutionary moment in time, we’re all still figuring out how to do business. The pace of change has us a bit fatigued, and new challenges have us scratching our heads. One of the faster-moving trends in sales and marketing is the integration of E-commerce in industrial B2B sales. Everyone knew it was important. […]
Challenge Mack Trucks had to repair more than radiators. They needed to repair relationships with their dealers, too. Due to some supply chain issues, dealers had experienced delays in radiator shipments that made business challenging. Though the issues were quickly resolved, the trust was still a little damaged and more work needed to be done. […]
Challenge DEX Heavy Duty Parts is the nation’s largest supplier of renovated, recycled, and surplus truck parts. They had recently earned the elite designation of Eaton Authorized Rebuilder. This created some opportunities to expand the DEX customer base of dealers and independent repair facilities. It also presented challenges. Since DEX had fewer distribution centers than […]
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 […]
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 […]
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 […]
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 […]
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 […]
Your dealers should be catalysts that propel your brand forward. Marketing and brand directors will likely nod along and say, “Absolutely, they should be. But they aren’t.” I’ve witnessed frustration on both sides of the fence between dealers and the manufacturers they represent. Like any relationship it requires effort from both parties. But dealers are required to serve many masters, so for better or worse the lion’s share of the effort in this relationship belongs to the manufacturer. Of course, the manufacturers also reap most of the rewards.