Recognizing Marketing’s Finest
Here we present all of this year’s winning submissions, highlighting a different category each week.
VIDEO /
Distributor $401M to $700M
NorthEast Electrical
Assembly Services Video
NorthEast Electrical’s Assembly Services video introduces and highlights the Assembly Services teams at the Brockton, Mass., and Taunton, Mass., locations with a focus on why customers do business with NorthEast and how it differentiates itself from competitors.
The video spotlights:
- How NorthEast Electrical built a differentiated capability with Assembly Services
- That there are not many others in the market that have multiple production facilities—and there are even fewer that have made the capital investments on equipment to automate the assembly process, increasing throughput and quality
- That the collective team gives the company a competitive advantage
The video was uploaded on NorthEast Electrical’s YouTube channel and shared internally through SharePoint, the firm’s Associate Weekly Newsletter, and internal and external counter TVs, and with targeted customers.
FROM THE JUDGES: “This is a well-told story about a service NorthEast offers that their customers might not be aware of,” said the judges. “It’s a prime example of an effective use of video.”
Distributor More Than $700M
North Coast—A Sonepar Company
North Coast: A Great American Story
North Coast set out to create a recruiting video that offered a glimpse into opportunities at the company that would also halo its entire point of view related to investing in a diverse and equitable future.
Two videos were created:
1. North Coast Rising: A Great American Story provides a detailed account of how the company is transforming and becoming a competitive differentiator in the electrical distribution market.
2. A longer recruitment video tailored for use on LinkedIn and embedded in job descriptions offers colorful narration of the sheer scale of growth North Coast has experienced.
Filming took place at North Coast’s newly automated CDC in Auburn, Wash., emphasizing its growth story.
FROM THE JUDGES: The judges pointed to the “good pacing and nice mix of products/people/application scenes” in the videos, adding, “The people are sincere and believable and there is lots of diversity.”
Supplier Less Than $250M
Intermatic
Sprinkler Timers Made Easy with Intermatic
After receiving feedback about the complicated design of modern digital irrigation systems, the Intermatic team felt there was an opportunity to highlight its own mechanical irrigation solutions in a lighthearted yet compelling video.
Goals of the video included:
- To showcase the drawbacks of modern digital irrigation timing systems while highlighting the benefits of Intermatic mechanical solutions
- To build affinity for Intermatic solutions (for both DIY enthusiasts and homeowners seeking support from local electrical contractors)
- To demonstrate the simple setup/scheduling process of the timers
- To present marketing information in a way that would capture and keep the viewers’ attention
The use of humor and Claymation-inspired animated characters kept the video entertaining. All animation was done in-house with off-the-shelf software; Adobe Character Animator was used for lip-synching the animated characters to a professional voice actor.
FROM THE JUDGES: “This is a very effective use of video,” said the judges, who appreciated the entertaining commentary and “just enough story. It strikes the right balance for those not ready for super high-tech devices.”
Supplier More Than $250M
Encore Wire
Project Testimonial Video Series
Building off of its previous “Partnership” video series, Encore Wire chose to expand into project testimonials highlighting various industries and focused this series on the commercial and residential markets.
For the first video, the marketing team met the project contractor, Pro Electric; the rep agency, Convergence; and the distributor, Stanion Wholesale Electric. Joined by a videographer team and a drone, these discussions as well as jobsite footage were captured, illustrating the collaboration on this commercial construction project: a 1.4-million-square-foot Urban Outfitters warehouse.
For the second video, the team visited a residential jobsite. Interviews were done with a north Texas residential contractor, Lanehart Electrical Contractors; a local rep agency, McCreary Sales; and some of the Encore Wire team members. The visit was timed to capture footage of the contractor pulling Encore Wire’s residential NM-B building wire through a home.
The video series is part of a new initiative on the Encore Wire website, and the plan is to continue to develop media that will complement the series, focusing on project successes in other markets.
FROM THE JUDGES: The judges noted that they liked the email and “We deliver so you succeed” tagline. “It’s a very effective statement. The videos are powerful, well thought out and executed, and beautifully shot and edited with believable, real people.”
PRODUCT LAUNCH / – Honorable Mentions
Classic Wire & Cable
Cable Basics Series
Graybar—Minneapolis
Graybar Minneapolis: Service Center Drone Tour
DMF Lighting
H Series
Atkore
Aisle Containment
Tagged with awards, Best of the Best, marketing