TOOLS & EQUIPMENT
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Snap-on wanted to increase toolbox sales to student customers, but many students were hesitant to make the investment. The audience’s love of racing and the popularity of #topdrawertuesday and #toolboxtuesday hashtags inspired the “Join the Race” toolbox promotion.
LePoidevin Marketing developed an integrated marketing program to promote toolbox sales around graduation time, a key selling season for tools and equipment. The campaign leveraged social media, mainly Instagram and Facebook. Digital marketing and collateral sales tools rounded out the campaign.
Toolbox sales increased 16% over the previous year. The campaign boosted product awareness, generated additional leads for the sales team and proved students were willing to make a major investment in their career, translating into years of brand loyalty for Snap-on.
Snap-on tools is widely known as the guys in the white trucks who service automotive technicians. However, they have a deep product offering within the aviation industry as well. Our goal was to better connect Snap-on to the aviation industry.
Snap-on became the presenting sponsor of the Aerospace Maintenance Competition, an annual event billed as the Super Bowl for aviation techs. We employed PR to engage key technicians of Snap-on’s involvement in the AMC, as well as promote their aviation tools.
In the past six years, LePoidevin has garnered more than 30 major story placements and videos in key trade media outlets connecting Snap-on to the AMC. These efforts have been successful in raising awareness to Snap-on’s expertise in aviation and led to an increase in sales.
PRINT & SOCIAL ADVERTISING
Introducing a revolutionary building product to the residential construction markets can be challenging, in a good year. Australian giant, OneSteel, chose to do just that and asked LePoidevin to help brand, introduce and support the launch with a fully integrated campaign.
After revising the logomark and incorporating an illustrative icon, LePoidevin recommended a strong media campaign, supported by public relations and social media, which was in its infancy in the building / construction trades.
Eye-catching advertising quickly delivered the unique product message and was chosen as one of the best new campaigns in the leading trade media. Initial six-month goals on Facebook and other social sites were surpassed in three months, enjoying incredible engagement with builders, contractors and homeowners alike.
Technicians working at height always wear safety harnesses and other personal protective equipment (PPE) like gloves and helmets. Snap-on wanted technicians to also start thinking of properly tethered tools as part of their PPE arsenal.
To address this critical safety issue, LePoidevin created an editorial package on tethered tools and PPE and used proactive public relations to raise awareness. We pitched statistically rich stories to leading industrial maintenance trade publications to explicate the deaths and damage caused by falling objects.
High-profile placements raised awareness of tethered tools as part of PPE and positioned Snap-on as an industry leader on the issue. Our PR efforts coincided with a national safety push in the U.S. On July 2, 2018, the new ANSI/ISEA 121-2018 standard for Dropped Objects Protection was approved by the American National Standards Association.
WORK WITH CONNECTIVITY
Instead of settling for good or working towards great, how about striving for #!@$*%& AWESOME!