Recognizing Marketing’s Finest
Here we present all of this year’s winning submissions, highlighting a different category each week.
DIGITAL / SOCIAL MEDIA CAMPAIGN /
Distributor $101M to $400M
United Electric Supply
Utility Instant Rebate
The Utility Lighting Rebates program launched in 2020, and United Electric Supply began heavily promoting the program in 2021. The launch of this initiative started in Q4 2021 with the creation of a webpage that broke out each utility provider separately, using their logos so customers could easily identify from which provider they purchase electricity. A prominent link was then added from United’s promotions page to increase page traffic for anyone visiting the page and interested in saving money on energy-efficient lighting. Emails were deployed to target audiences based on customer zip code using subject lines that called out the utility supplier for that region and highlighted specific products to help drive people to click on the call to action, which was a PDF of the specific rebates available to them from their utility. Also, social media posts were added to the company’s pages to promote the utility rebate programs and drive people to the utility rebate landing page for more information.
FROM THE JUDGES: “Customizing the message according to utility providers was smart. The messaging was well done too.”
Distributor $401M to $700M
Summit Electric Supply
10×10 Service Center Opening Events
Summit Electric Supply opened service centers in Richardson, Texas, and Glendale, Ariz., within eight days of each other in November 2021. To attract customers to the new locations, the company hosted “Ten Manufacturers in Ten Weeks” (aka “10×10.”) wherein Summit worked with its top manufacturer partners to coordinate a 10-week schedule of events. Each manufacturer was given its own week. Each week consisted of manufacturer events, tent sales, counter days, lunch ‘n learns, and/or joint sales calls; a customer giveaway item; a manufacturer-specific promotion (discount, BOGO, or promotional item); and a no-purchase-necessary weekly prize raffle. Summit worked with each manufacturer to design welcome bag items for customers; develop a calendar of events for each supplier in both locations that promoted manufacturer activities, specials, and raffle items; and create targeted Facebook ads that described the customer offer and the weekly prize giveaway. An alternate entry form/survey card was created to capture weekly entries, physical cards were provided at each location, and a QR was generated to allow contractors to enter online.
FROM THE JUDGES: “I like the goal to drive repeat business. This was a well-done campaign that used social media in a clever and effective way.”
Supplier More Than $250M
NECA Campaign Contractor Week
ABB exhibits and participates in the annual NECA Tradeshow and Conference and was eager to return to in-person events in 2021. To complement its physical tradeshow booth, ABB deployed a wide collection of digital tactics (including some new test pilots) to encourage electrical contractors to visit its booth to engage in a series of informative and interactive resources designed specifically for the contractor market. The digital campaign began in mid-August and ran consecutively through the end of October and included tactics to drive engagement preshow, postshow, and during the show. The social campaign—which was deployed prior to the show and continued for five days after—included microsites, LinkedIn LIVE, a GeoTargeting Google display campaign, email, social media, video, digital e-news, blogs, and Instagram stories.
FROM THE JUDGES: “ABB did it again—making the most of a tradeshow appearance. This is a very thorough campaign with very good execution.”Tagged with awards, Best of the Best, marketing