Behind the campaign: a look at Thermo King’s story building strategy

Last year we saw some fantastic campaigns go live, with equally fantastic results. How did we do it? First, let’s recap. Then, we show you the strategy for building these great stories.

Wrapping up 2023: what a year!

Gathering dealers at DPC, unveiling the E-Zone at Solutrans, launching the new Advancer units – we accomplished amazing things in 2023. What are you most excited about? Tough choice, but here are some highlights:

• • Dealer events and trade fairs
    from our Dealer of the Year ceremony to Intermodal, ITT Hub, Solutrans and more
  • New product launches
    2 new Advancer models, AxlePower technology, full-electric E-Series, VX-Series,…
  • CSS lead generation
    setting up highly targeted social media campaigns
  • New connectivity features
    introducing wLog and TracKing battery performance
  • Even more images and videos available
    new stylized, 3D designs in the product toolbox

And that’s not even half of it. Because behind every campaign or launch goes a complete package of videos, socials, landing pages, mailings, brochures, sales presentations, blog articles, posters, print ads, and so on! All available for you in Infocentral.

Take a look at how it all comes together in our 2023 wrap up video. And, extra extra, get an exclusive sneak peek of what’s coming in 2024.

The secret strategy behind each successful campaign

Whether we are announcing new products, promoting events or creating sales content, there’s always a whole team of people working together to make each project perfect. And to get to perfect, you have to take three strategic steps.

1. Get the insights from inside

Every campaign starts with a clear product briefing. This helps us:

• • understand the product, service or innovation,
  • its features and benefits,
  • and how this solves customers’ needs.

By painting the bigger picture of the market context and target audience, we are able to craft a message that’s based on one, relevant and leading idea.

That’s also why it’s important to get your feedback and that of our customers. Apart from helping us innovate on product level, it lets us create better marketing and sales content.

Take the E-Series’ Electric Edge, which builds upon the key thought of unmatched electric performance in the inner-city. And as a bonus, it has that nice zing to it.

2. Make the message stick

After consolidating our insights and finding our ‘big idea’, we then get to something called ‘the messaging framework’, which sums up:

• • the campaign storyline
  • product tagline
  • features and benefits

Add a striking design and you’ve got a noteworthy concept that helps you sell your story, and gets your buyers to hit that download or request button.

Remember Advancer’s iconic A? Or AxlePower’s “Powered by the road” tagline? All these concepts originate from a similar framework and express a story that’s founded in real product and customer insights.

3. Spread the story

Where will fleet managers read about an upcoming launch? Which assets help you promote the story the right way? What do the results of past campaigns teach us?

With the answers to these questions, we piece together a marketing puzzle that details the deliverables, deadlines and distribution of the campaign. Ultimately, it’s about supporting you in your sales communication through the right channels, with a consistent story.

To help you even more, we often add fresh ingredients to our (marketing) mix. So next to existing sales brochures and pre-designed social media templates, 2023 had some new tools in store for you:

• • Product focus videos
    spotlighting our wide range of refrigeration units
  • HD image and video library
    to help you dazzle clients and prospects even more
  • Digital sales presentations
    so you can close the deal on any device

As always, you’ll find all resources easily accessible through our product toolbox on Infocentral. This includes the most recent Advancer and E-Series assets. So make sure to give these new tools a try, and see how they work for you!