Recognizing Marketing’s Finest
Here, we present all of this year’s winning submissions, highlighting a different category each week.
VIDEO /
Standard Electric Supply
Hot Products Video Series
Since the pandemic, remote working, busier workloads, and other factors have made it increasingly difficult for Standard Electric Supply’s account managers to secure face-to-face calls with customers.
“We have increasingly observed, and marketing best practices corroborate, that video is a tactic that increases engagement with content” was written on the entry form.
The marketing team created a monthly video to highlight products from supplier partners, allowing each supplier a few minutes to present features, benefits, and applications. Videos are included in a monthly email newsletter that offers a chance to win Standard Electric swag by correctly answering quiz questions.
“This is a very clever solution to a real problem,” the judges said, adding, “I loved the quiz and prizes and how the videos directly address customer interests and questions.”
Summit Electric Supply
ProTalk Video Series
Summit Electric Supply’s ProTalk is a short-form video series developed to highlight strategic suppliers and products.
“We created the ProTalk series using the Story-Brand framework used on summit.com and named it to line up with the Talk to a Pro section we are currently using online,” was written on the entry form.
Designed to position Summit as the expert or guide for customers and prospective customers and give credibility to the brand, each video features a similar open and close to reinforce the ProTalk brand. Additionally, the videos call viewers to act by talking to a pro at their local service center or the website. These videos are used in organic social media posts and paid multichannel marketing campaigns.
The judges described the video series as “very strong,” pointed out the “good length and nice editing,” and appreciated that it is “informative and straightforward with a nice mix of speaker, product, and application shots.”
Van Meter Inc.
Everything You Need to Succeed Video Campaign
After nearly doubling the total number of Van Meter locations in a short time, the marketing team was challenged to showcase the company’s full capabilities as a trusted partner to people in those new markets.
“Van Meter’s tagline is ‘Everything you need to succeed.’ That means helping our customers stay safe, grow their business, be more efficient, and get the job done. We created a video that could be used throughout our marketing efforts to show current and potential customers the parts, people, and processes that create lasting value for them,” was written on the entry form.
The video was shared internally, posted on social media and paid social, and used at the start of an “Everything you need to succeed” email campaign for contractor customers. Additionally, a landing page, linked on the banner of the vanmeterinc.com home page, plays a portion of the video on a loop and has a link to watch the full video.
“This video gave me goosebumps! Uplifting music, nice videography, and beautiful editing,” said the judges, who called it an “empathetic approach to customers’ needs.”
Intermatic
New ETW Series Commercial WiFi Controls
In late 2023, Intermatic launched a new series of WiFi controls designed to simplify everyday maintenance tasks. To showcase the inherent time savings of these new solutions, the marketing team created an entertaining yet informative video that highlighted the device’s core functionality and features.
“To convey the complex features of our new ETW Series timers in an approachable, engaging way, we turned to humor and animation inspired by the television show South Park,” was written on the entry form.
“We felt there was an overlap between our target audience and fans of the show, and we believed this approach would not only grab attention but also ensure the technical details were delivered in an entertaining manner.”
The creative team consulted with a screenwriter to review the script, ensuring it was both funny and appropriate, and meticulously analyzed South Park’s visual language, from character designs to settings, ensuring the animation mirrored the show’s iconic style—sans any copyrighted materials.
“Intermatic, you keep finding ways to surprise and delight us—and your customers,” said the judges. “This is laugh-out-loud funny and effective.”
Robroy Industries
Robroy Stainless Conduit Body Hygienic Features
Robroy’s video showcases the features of its Food Grade Hygienically designed stainless steel conduit body, offering a dynamic and immersive viewing experience that showcases every aspect of the product.
“Utilizing innovative techniques, the video features a spinning pedestal that seamlessly rotates the fitting at varying speeds, allowing viewers to observe it from every angle,” was written on the entry form. “Enhanced with overlaid graphics highlighting each key feature, this video offers a comprehensive and visually engaging exploration of the conduit body’s design and functionality.”
The judges called the video a “novel animated demo of a single product’s features and benefits” and appreciated how the voiceover is “easy to understand and synchronizes nicely with the product features shown on screen.”
Atkore
Atkore Defender Premium Strut Finish
After a decade out in the market, Atkore was at a key moment to gain the perspective of contractors.
“Who better to attest to the 10-year warranty protection in harsh environments and experience using Unistrut coated with Atkore Defender premium finish?” was written on the entry form.
The video—a high-quality testimonial interview of key customers who use the product—went live at the beginning of the Atkore Defender awareness campaign in July 2023.
The judges appreciated the “wonderfully strong attention-grabbing copy” and noted, “The time-lapse comparison of the product is very convincing, and the employees did a great job describing the differences in a genuine and sincere way.”
Tagged with awards, Best of the Best, marketing