Recognizing Marketing’s Finest
Here we present all of this year’s winning submissions, highlighting a different category each week.
PRODUCT LAUNCH /
Distributor More Than $700M
OneSource Distributors
Pro Logistic Services
Because its customers face multiple challenges related to project management and managing inventory at their jobsite, OneSource specialists developed a solution that was branded “Pro Logistic Services” and launched for all products in 2022.
With the goals of launching the Pro Logistic Services solution to its customers, helping customers to learn about the benefits of using the service, providing a tool for salespeople to easily communicate the solution and how it works to customers, and driving leads for the sales team, a campaign was designed that included:
- A live-action video, filmed at OneSource’s Fullerton, Calif., location, that explains the Pro Logistic Services solution and its benefits
- A landing page that contains an explanation of the solution and its benefits, the video, and downloadable literature, as well as a banner on the company’s homepage that clicks through to the solution landing page
- A dynamic email signature with a hosted GIF banner for sales reps to use when emailing customers
- Literature about the service
The length of the video was kept short—only 92 seconds—to increase the chances that people would watch the entire video. It was posted on social media sites including Facebook, Instagram, LinkedIn, Twitter, and YouTube, and an email was sent to customers announcing the new solution and directing them to watch the video and visit the landing page.
FROM THE JUDGES: The judges applauded the “good metrics” and liked the campaign’s layout and the visuals. “The entire launch sent a strong and compelling message to potential customers,” they noted.
Supplier Less Than $250M
Intermatic
P4000R Pool Panel and PG24GVA Valve Actuator Launch
Ahead of the 2023 summer pool season, Intermatic developed two versatile solutions to help installers save time in the field while promoting long-term performance.
The company’s P4000R Series Pool Panels and PG24GVA Valve Actuator are upgrades to competing solutions, and Intermatic sought to highlight this through a combined product launch.
Though the company’s primary audience was pool distributors and pool professionals, Intermatic also made a point to tailor the communications to the electrical distribution channel, as its pool panels cross over into that market.
In an effort to announce the new solutions, equip the Intermatic sales team/agents with relevant resources to drive sales conversations, provide distributor partners with marketing materials to amplify key messages, and consistently engage its audiences with product-related content in preparation of the summer pool season, the Intermatic team outlined the key resources it would need to empower the sales team and effectively communicate the value proposition of both products to customers.
Key to the launch was to “show, not tell” by including items like a demo/tutorial video of the time-saving PG24GVA adjustment workflow and a cutaway image of the Next Gen Panel, which showed benefits like extra space for wiring and a built-in breaker base.
As the campaign kicked off, the Intermatic team aligned its efforts by sharing common design elements, value statements, and taglines across marketing channels. Communications ranged from press releases and videos to social media posts and direct-to-customer emails.
To bolster this effort, the marketing team shared digital toolkits for both products, which it encouraged its sales teams and distributors to use to promote the solutions as needed. The kits contained marketing assets, including images, videos, sell sheets, and more.
FROM THE JUDGES: “Intermatic effectively showed how the products are used and how they are different from others,” said the judges, adding that the launch used a variety of media, had a solid call to action, provided numerous places to interact, and consistently reinforced Intermatic branding.
Supplier More Than $250M
Atkore
MC Glide Fire Alarm Launch
In August of 2022, Atkore launched the MC Glide Fire Alarm Control Cable product. Leveraging the existing knowledge and hands-on use of MC Glide’s innovative armor, the company created a marketing campaign using:
- A contractor testimonial video
- A website landing page
- A countertop merchandiser display with a mocked-up fire alarm featuring Atkore fittings, conduit products, and QR codes linked to product pages
- A metal stud wall display developed for use at tradeshows to easily showcase the advantages of the MC Glide Fire Alarm
- Focused marketing collateral, including product sell sheets and product submittal sheets
- Social media, email, and digital ad campaigns
In addition, agent/distributor and contractor sample kits were created. Agent/distributor kits included 25 samples of MC Glide Tuff Cable and 25 sell sheets. The contractor kits included a 25´ coil of MC Glide Tuff Cable, one MC fitting provided by Allied Fittings, and a testimonial card that allowed contractors to share their experiences and receive swag.
“This is very comprehensive in terms of communication support,” said the judges. “The displays are very engaging, and I loved the customer testimonial video. Filming the customer on-site and showing the install accomplished two jobs: recommending the product and demonstrating real-world differences. Also, the sample kits are a wise investment.
PRODUCT LAUNCH / – Honorable Mentions
Light Efficient Design
breezEV Electric Vehicle Chargers
Southwire
Elite Series Portable Power Stations
Tagged with awards, Best of the Best, marketing