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Company: FCB Chicago, Chicago, IL
Company Description: We are the industry’s largest startup – the oldest and newest advertising agency in Chicago. Founded in 1873 as Lord & Thomas and reintroduced as Foote, Cone and Belding, we create big transformative ideas that drive change. With over 700 employees, we have an entrepreneurial spirit, with scale and best-in-class capabilities all under one roof.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Automotive - Aftermarket
 Nomination Title: Reaching Construction Customers in 2021
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
May 2021
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 231 words used.
The PACCAR Parts brands powered by Peterbilt, Kenworth and TRP, have a genuine claim as the champion of the industry and, being the industry leader for decades. Their loyalty program email communications are no different. The Parts & Service loyalty emails are consistently 58% above industry average for engagement. We retain this industry leader status by providing high-driving loyalty offers and content that encourages visiting a dealership and increasing sales of parts and service products.
We also recognize that in order to be an industry leader, you have to innovate. The Amazon’s of the world are completely changing the ways customers expect to receive content and offers from brands, people expect personalization, 66% in fact1. While we’re far surpassing our own industry category in terms of engagement and functionality, 62% of customers say their experiences with one industry influences their expectations of others2.
The trucking industry has a diverse group of sub-categories that are often overlooked, especially with the recent media attention on trucking focusing solely on long haul and over-the-road truckers. We interrogated our own customer database, and through matches with 3rd party data partners, uncovered that visually and promotionally – we were massively under indexing with the Construction segment. They were one of the largest audience segments, yet there was zero representation through our messaging or visual strategies.
Source:
1https://www.salesforce.com/resources/articles/customer-expectations/
2https://www.salesforce.com/resources/articles/customer-expectations/
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 244 words used.
Luckily for us, we invested in our email program in 2020 by developing modular emails from the ground up, so we can support 100% dynamic email templates to personalize everything our end customers are served. Since the launch of this, we had been personalizing the offers displayed in our emails through our proprietary PACCAR CRM Accelerator, which we have seen massive success in to the tune of [REDACTED FOR PUBLICATION] sales driven.
In 2021 with the insight that we were missing the mark on communicating to a key audience segment, our construction segment. We conducted profiling to learn more about how to best show up for these customers. Our strategy was fueled by five (5) key insights:
- These customers typically own less than 10 trucks, and are vocational trucks specifically
- They recognize the quality + value in parts
- Authenticity is key in messaging, and they prefer direct communication
- Many have an engineering mind, and care about the functionality of part designs and functions over luxury
- They are price sensitive
Beginning in May, we launched a pilot using our dynamic templates to ensure that customers we identified as working in the construction industry received modules in their emails that were as unique to them as they are in the trucking industry. Data signals were used to deliver specific messaging, imagery and offers for these individuals. We wanted them to quickly recognize that we were speaking to them, not the tens of thousands on our distribution list.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 70 words used.
Our efforts were quickly rewarded by engagement in our program spiking from our new construction segment. We saw they were not only more engaged with our email success metrics but had also increased the amount they were saving through redeeming more offers - which ultimately means they were spending more with us as their partner for the job.
- 46% higher savings per member
- 14% higher click-through rate vs. non-segmented members
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