Manufacturer: Building Brand Awareness
A short-term promotion helps to grow customer data and acquisition on a fixed budget
The Client and Their Past State
The Client
A national plumbing manufacturer.
The Audience
Contractors
The Objective
To better understand and communicate with the target audience and create greater brand awareness to better stand out within the market.
The Challenge
Bridging the gap to their end-users is a common issue for manufacturers these days. Having clean, manageable data can be a make-or-break for a company, and having a solid marketing plan in place when the data comes through is just as important.
The Client’s Current State and Key Results
Data Boom
The program generated profiling data for over 2,700 new end-users.
Successful Video Marketing
The program’s promotional video had over 5000 views on both YouTube and HMI’s video hosting software.
High Engagement
Email open and click rates reached 100% and 91.7%, compared with the industry average of 20%.
“For a small, small [contractor] like myself to get drawn out. [I’m] not part of a big conglomerate. [The Client] is a great company.
“The thing I like about the promotion is anybody can win this. [The Client] made it such a simple process. They make it real easy and user friendly on these promotions.”
How They Got Here
Marketing
Program Design
HMI devised a riveting and innovative 6-month promotional sweepstakes targeting the client’s contractor and engineer base that buy and use the desired products.
A large-scale marketing plan was introduced to promote the program. HMI utilized email and paper promotions as well as publications and independent ads promoted by the client’s network of distributors and wholesalers.
HMI negotiated minimal production costs and cost-efficient ad space to remain within the client’s fixed budget.
Strategy & Implementation
Data strategy:
- Registration and progress tracking website
- Program participation was tracked to gain valuable customer information
Reward opportunities:
- Monthly sweepstakes with first, second, and third place winners
- A Grand Prize sweepstakes to win a brand-new Harley Davidson® motorcycle
