Product Blitz

It all started with an email.

It was the bottom of the quarter and leadership wanted an all-in-campaign to revive customer awareness of our products and solutions.

Fun fact #1: the quarter ended in three weeks. 

Fun fact #2: Our budget was less than $300.

My team rallied around a skeptical AM and a whiteboard loaded with sticky notes to map out each product the business wanted to focus on (i.e. the ones with the best margins) and how we wanted to engage with our customers. Thankfully, two hours later, the AM left with some faith in us.

The plan agreed upon was every day, for two weeks straight, we were going to focus on circuit (small wires), feeder (big wires) and metal clad cables to refresh awareness in our market that was focusing primarily on a very small selection of our bread and butter products. (See the campaign approach around Affiliated Distributors). This time, we weren't talking to distributors. We were talking to the customer that was in the field using these products. Contractors.

After revisiting our persona on "Frankie," we got to work. Frankie loves to know how he can increase productivity, safety and labor savings. Okay Frankie. 

Let's get to work.

Since we only had two days (!!) to build out 2.5 weeks worth of content, we (happily!) did an audit of current content that focused on our product listing. Thankfully we had at least 4 touchpoints for each product, and mixed a blend of testimonials, video, static images, gifs and customer-generated content.

And our customers always have something to say. #neverdissapointed

The Quarter Ended...