Recognizing Marketing’s Finest
Here we present all of this year’s winning submissions, highlighting a different category each week.
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Springfield Electric, A Sonepar Company
New Branch
As Springfield Electric began to expand into new territories, it needed to introduce the company and services to new audiences.
Targeting specific job titles and functions at industrial facilities in the Elizabethtown, Ky., area, the marketing team created a 10-part postcard series that featured QR codes and contact information that linked back to landing pages.
“A postcard series is a smart way to nurture sales,” said the judges. “The consistent use of visuals and color schemes helps potential customers become familiar with the branch.”
Sonepar USA
Brighten Up Your Projects
Sonepar and Ledvance have been working together for years; however, Sonepar saw a decrease in operating company engagement for traditional Ledvance campaigns.
To drive sales through omnichannel paid media for each operating company, promote products based on inventory for each operating company, and increase brand awareness, the team developed a promotional strategy through the use of Google Search ads, designed creatives for display remarketing based on those who clicked on search ads but did not complete a purchase, and created ad copy to drive new customers and increase sales from existing customers.
“The pieces are visually cohesive and work well together to build a unified, strong brand,” said the judges.
Keystone Technologies
“tED” Takeover
In 2022, Keystone and tED magazine collaborated on a “takeover” of the publication’s June issue in advance of Lightfair.
The project worked so well that the pair embarked on a sequel for 2023. The takeover consisted of seven ads and a wrap cover. The issue was distributed at NAED and made available online. The publicity helped boost visibility and sales for the new products, driving home the idea that “Light Made Easy” isn’t just about innovative products, but a whole ecosystem of services and expertise.
“Overall great. This [takeover] is a very well-executed and strategic print campaign,” said the judges. “From a media standpoint, this is a smart and efficient way to quickly build frequency.”
BRAND AWARENESS /
Summit Electric Supply
New summit.com
Summit.com was relaunched to better connect with the audience,
applying the StoryBrand framework to the homepage, Solutions, Who We Are, and Careers sections.
“The redesign aimed to make the website more engaging and easier to navigate, encouraging users to explore our offerings and easily find the products and solutions they need” was written on the entry form.
Summit conducted a six-month market research project collecting more than 600 survey responses and 25 face-to-face interviews to understand customers’ pain points and clearly define the customer journey.
Using what was learned, a new tagline and other StoryBrand content was developed, each of Summit’s four main customer journeys was wireframed, and multiple calls to action were added across the site.
“Summit really understands and implements customer focus and ‘youview,’ ” said the judges, who called the effort “polished” and applauded the use of extensive research.
OneSource Distributors
Hawaii Central Distribution Center (CDC) Opening
In 2023, OneSource made a commitment to customers in Hawaii and invested in a CDC in Kapolei, on the island of Oahu. Doors opened in December of 2023.
“Customers in Hawaii have more supply chain challenges than customers on the mainland because of the limited inventory that is available and in stock on the islands. No electrical distributor has had a CDC in the state of Hawaii” was written on the entry form.
Details of the execution included creating a flyer, a landing page, and a “Coming Soon” full campaign about the location that featured artwork depicting the building and surrounding area. A time-lapse camera was set up so people could view the progress of the CDC on the web page, and a grand opening event that included a traditional Hawaiian blessing by a kahu and maile lei untying (which is done in Hawaii vs. a ribbon cutting) was held.
“The branch blessing is sensitive to the local First Nations people,” said the judges, who also applauded the comprehensive messaging and earned media coverage from local TV stations.
nVent
Building a More Sustainable and Electrified World
To communicate to investors, customers, and distribution partners that it is thinking big about its future and positioning itself to capitalize on global investments in sustainability and electrical infrastructure, nVent focused on telling a multichannel story to build association between it and the megatrends of sustainability and electrification, demonstrating how a partnership with the company creates long-term shared value with its stakeholders.
“We integrated consistent sustainability and electrification messaging, highlighting our value propositions at every level of nVent’s marketing and communications work” was written on the entry form. “We equipped our marketing and product teams, strategic account managers, sales teams, and anyone else who communicated on behalf of nVent to reinforce these messages and value propositions with their audiences.”
Details of execution included developing six core value propositions related to sustainability and electrification and training the product and marketing teams on their uses by providing marketing and distributor toolkits; designing a new, informative icon to correspond with each value proposition; integrating the value propositions into the new product introduction process; creating an employee toolkit of campaign-branded materials; building and populating a mini-site; and following owned pieces with focused earned media efforts.
“So thorough!” said the judges, noting the “aggressive objectives across a broad range of audiences.”
Eaton’s Wiring Devices
It’s a RESET! “Create Space” with Eaton’s Slim GFCI Receptacles
It’s a RESET! “Create Space” with Eaton’s Slim GFCI Receptacles When Eaton’s Wiring Devices redesigned its GFCI receptacle, it wanted to inform/educate channel partners and contractors about the change and how they would benefit from it. Since the product was being introduced in September, the launch date aligned with the start of football season.
Considering its channel to market and who its target audience is, the marketing team came up with a football themed campaign slogan.
“‘It’s a RESET!’ plays off the cadence a quarterback goes through before hiking the football: Down—Set (RESET)—Hut” was written on the entry form. “We used RESET to play off the TEST/RESET button on the GFCI—and also that Eaton had reset/redesigned our GFCI. ‘Create space’ is a term used in football describing how players can separate from defenders to catch a ball in a tight space or run through a small opening. We were ‘creating space’ for contractors by offering a lower-profile GFCI that allows for more space for wiring within an electrical box.”
The marketing team created digital elements around football that channel partners could use in their marketing efforts; dropped shipped “Create Space” kits to channel partners that contained promotional items; and provided literature, counter mats, and other items to channel partners for use in counter spaces and storefronts.
The judges called this campaign “clever,” adding, “The benefits of this product are clear. I especially like the powered sample box and the side-byside demo comparing the old GFCI with the new GFCI.”
BRAND AWARENESS – Honorable Mention
Classic Wire & Cable
Aluminum Building Wire
Hammond Power Solutions
More Than Just a Rebrand
Tagged with awards, Best of the Best, marketing