Recognizing Marketing’s Finest
FORTY-TWO INDIVIDUAL MARKETING EFFORTS EARN AWARDS IN OUR 2021 CONTEST
Judging for tED magazine’s 2021 Best of the Best Marketing Awards Competition took place in late April. Over the course of a week, our four judges weighed the entries submitted for the contest’s 11 categories. Ultimately, 42 entries were determined winners, with two companies—OneSource Distributors and ABB Electrification—taking home the honor of Best of the Best Overall Distributor and Best of the Best Overall Supplier, respectively. Here we present all of this year’s winning submissions, highlighting a different category each week.
Supplier Less Than $250M
PanelGuard Industrial-Grade SPDs
Building on core messages of reliability and trust, Intermatic’s marketing team sought to refresh its ad approach for its PanelGuard line of surge protective devices through a clear, compelling print ad targeted at the commercial/industrial space. The team used the dual images of a modern skyline and an industrial worker to create a focal point for the ad. This stunning industrial landscape points toward a product cluster of PanelGuard SPDs and tees up the strong tagline below it.
FROM THE JUDGES: “The team really did its homework to understand the target. The copy is well written and easy to understand with a great headline and graphics.”
Supplier More Than $250M
Legrand North America
Business of Furniture
As part of its post-COVID-19 commercial space campaign, The Power to Change, the Legrand marketing team developed and placed a story in the industry-leading publication The Business of Furniture. Additionally, The Business of Furniture placed an accompanying full-page ad in its two accompanying publications, Midpoint Magazine and Workplaces Magazine. The circulation reaches 55,000 dealers, rep groups, manufacturers, specifiers, and buyers, along with the A&D community and end-users.
FROM THE JUDGES: “The photography is stunning, and we love the headings that outline the products’ benefits. The publication’s 98% open rate is impressive too.”
Advertisement – Honorable Mention
More than a Material Supplier
BRAND AWARENESS /
A series of online marketing deliverables promoted a key corporate initiative at Steiner: best-in-class delivery services to ensure its customers’ orders are delivered with accuracy—no matter the size or quantity—at any commercial, industrial, or jobsite location at the time they need their supplies. The campaign featured an animated video, a website landing page, homepage banners, an email campaign, a social media campaign, a paid search campaign, and will-call counter digital displays.
FROM THE JUDGES: “Well done, straightforward, informative, and to the point. [This campaign is] an absolute home run.”
Distributor More Than $700M
Fullerton CDC Move
OneSource moved its largest offices and largest CDC to a new facility in Fullerton, Calif., in August 2020. The marketing objective was to communicate vital information about the move to customers, tout the size and capabilities of the new facility, and leverage the opportunity to brand OneSource as a growing distributor with a prominent location in the Orange County, Calif., area. The campaign included postcards, emails, a flyer, a slideshow, a press release about the opening, and social media posts.
FROM THE JUDGES: “Well done; a big effort with a lot of quality pieces. They capitalized on a great opportunity to celebrate the brand and got some really good PR.”
Supplier Less Than $250M
Customer Survey Campaign
To define “best-in-class” industry standards and map Service Wire’s trajectory for success, the leadership and marketing team developed a customer survey to poll satisfaction levels with the company’s core values. The survey was promoted with all active customers via a July 4 message, and reminder emails were sent monthly. For every customer who completed the survey, a $5
donation was made to Operation Gratitude; participants were also entered to win an Apple Watch.
FROM THE JUDGES: “Big kudos for going directly to the customer and asking, ‘What do you think?’ This campaign
is definitely a ‘best-in-class’ effort!”
Supplier More Than $250M
Global Brand Relaunch
For this global rebranding effort to migrate and reposition the company—and its mindset—from a house of brands to one master brand, Atkore began with interviews with distributors, contractors, and employees. After reviewing an exhaustive list of strategic plans, competitive audits, and market research, one unanimous, consistent theme emerged: “Building Better Together.” The new brand architecture prominently showcases the Atkore master brand to drive awareness and consistency while retaining
high brand recognition and value of its sub-brands.
FROM THE JUDGES: “A great example of pulling the branding together and putting it out to the marketplace.”
Brand Awareness – Honorable Mention
Summit Electric Supply
Universal Lighting Technologies
Explore the New UNVLT.com
Tagged with Best of the Best