Recognizing Marketing’s Finest
Here we present all of this year’s winning submissions, highlighting a different category each week.
DIGITAL / SOCIAL MEDIA /
Distributor $101M to $400M
Agilix Solutions
Rockwell Automation Email Campaigns
To provide customers with information about Rockwell Automation products and services, increase sales of Rockwell Automation products and services, meet Rockwell Automation’s partner marketing requirements set at the beginning of the year, and increase the number of qualified leads in the company’s marketing automation and email platform for sales specialists to contact, the Agilix Solutions team created email campaigns built using the Act-On marketing automation platform. Each campaign consisted of a series of up to five emails each, sent out over a period of 45 to 60 days.
Each campaign also utilized a web page in Act-On, which included a number of resources: brochures, videos, etc. These pages allowed Agilix Solutions to track engagement beyond email activity. The campaigns were also supported by social media posts and digital ads placed on the company’s website. All emails were also sent to employees so that they were aware of what the customers were receiving. Recipient lists were adjusted throughout the campaign to narrow down target audiences and personas by job function to better match them with content they would find useful. Finally, small creative adjustments were made to email and web page designs to boost engagement.
FROM THE JUDGES: The judges called this a “smart, data-driven campaign that is also visually compelling with high-quality copy.” They added that “alternating between the green and blue colors in the headlines made it stand out” and that they appreciated how “the communications had a cohesive style and language.”
Distributor $401M to $700M
NorthEast Electrical
Bring Home the Bacon
To increase Klein Tools sales for qualified products and increase customer awareness of Klein Tools products, NorthEast Electrical ran a digital-focused customer sweepstakes and internal raffle with free bacon for a year (via amazingclubs.com).
Campaign elements included a “Bring Home the Bacon” landing page, a banner on the needco.com homepage, a customer email campaign, social media posts, digital flyers, internal email and intranet promotions, and utilization of TriggerPoint Media.
FROM THE JUDGES: “This is definitely an attention-getting program,” said the judges, who commented on its uniqueness and comprehensive use of digital tools and called it “a mouth-watering delight for the target audience!”
Distributor More Than $700M
North Coast—A Sonepar Company
Where’s My Stuff?
North Coast sees its website as more than a place to purchase or find product information—it is a business management asset for its customers. With the goal of getting that message across and driving awareness with customers and North Coast associates, the marketing team created a campaign to highlight one of the features that has great value for customers: a dashboard option called Active Shipments, where customers can find status and delivery information of their orders.
The “Where’s My Stuff?” campaign included internal and external assets. The internal were more playful with a humorous picture. The campaign included emails, counter screen ads in two sizes, stickers on delivery boxes, business-card-sized pieces for salespeople and drivers to hand out, and email signature ads. A QR code was included to drive customers and associates to the landing page at northcoast.com that explained the Active Shipment option.
FROM THE JUDGES: “This used a variety of media to address a very real problem,” said the judges, who applauded the “strong attention-getting headline and visuals. “I love that they created two different messaging campaigns based on the audience. They considered who was listening and positioned their message based on that.”
Supplier Less Than $250M
Intermatic
Earth Day + Extreme Weather Solutions
In a year that saw record-setting heat waves and extreme weather events from coast to coast, the Intermatic team felt it was important to address the issue of climate change head-on.
Using Earth Day and the start of hurricane season as jumping-off points, the program centered around two sets of videos/articles: One focused on the practical economic benefits of “green” residential solutions, and one addressed the more serious negative outcomes of not being prepared for extreme weather events.
FROM THE JUDGES: “Kudos for presenting solutions to real problems while addressing a subject that has a fair amount of controversy,” said the judges. “The materials were well done and effectively promoted to the audiences.”
Supplier More Than $250M
Service Wire
Wire & Cable Applications
Service Wire identified four high-growth vertical markets and directed its marketing strategy toward educating customers on wire and cable applications within each target vertical. The goal was to equip customers with the knowledge necessary to win these projects and establish Service Wire as an ideal partner for this business.
Subject matter experts within the company were identified for each of the target vertical markets and applications. Presentations and scripts were developed to encourage customers to attend live webinars and Q&A sessions. To extend the life of the content beyond the webinar, recordings were adapted to smaller, bite-sized clips that could be promoted long after the live session. Additional evergreen material was generated during each campaign—including a case study, flyer, and web page.
FROM THE JUDGES: “A well-planned and -executed campaign,” said the judges, who appreciated the “consistent look and feel of the materials.”
DIGITAL / SOCIAL MEDIA – Honorable Mention
McNaughton-McKay
Strategic Content Plan
Tagged with awards, Best of the Best, marketing