Discover How an Integrated Ad Campaign and Strategic Media Plan Generated Heavy-Duty Brand Awareness.
As the nation’s largest independent aftermarket distributor of heavy-duty truck and trailer parts, FleetPride needed to increase brand awareness and awareness of its offerings within two key target audiences. To achieve this, S.O. CREATIVE was tapped to develop an integrated ad campaign.
Understanding the Situation
FleetPride has been in business for over 16 years and had expanded their reach to include over 250 locations in 45 states. In spite of this, they were still experiencing generally low brand awareness within its target audience. Our objective was to communicate the company’s expertise in heavy-duty truck and trailer parts and services, and to expand their market share within the trucking industry. The target audience was broken into two key demographics: Fleet Owners/Manager with 5 to 500 trucks and Owner/Operators with 3 to 5 trucks. Traditionally this demographic gets most of their industry news and information from trade publications, which meant our strategy needed a strong focus on traditional print media.
Crafting a Solution
Based on an in-depth assessment of the company, we developed an ad campaign to communicate their key brand differentiators such as breadth of product, national footprint and heavy duty expertise. We paired the messages with powerful images of FleetPride employees and products shot in their facilities. To deliver the messages, we developed a media strategy with a heavy focus on print supported by online elements for trusted trade publications. We placed double page spreads and a 4-page insert in the magazines accompanied by animated display ads on the magazine websites and static display ads in the publication mobile apps.
Delivering a Measurable Impact
Within five months the campaign received 2,481,868 impressions. The online and mobile app display ads helped drive traffic to the website, receiving click-through rates that exceeded industry averages. The double-page print ads received over 106 reader reply cards requesting more information about the company’s offering. Additionally, one of the trade publications performed an ad study and found that 26% of the readers visited FleetPride.com as a direct result of viewing the print ads. The company has enjoyed increasing their brand awareness and sales achievements.