Company: PACCAR Parts
Nomination Submitted by: FCB Chicago
Company Description: PACCAR Parts is the global provider of aftermarket parts and services to support Kenworth, Peterbilt, DAF and TRP dealers around the world. This includes 18 distribution centers globally that support 2,200 dealerships and over 1,000,000 customers.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Automotive - Aftermarket
 Nomination Title: PACCAR Parts & FCB Chicago: Engaging with Construction Members
- 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:
November 9, 2022
- 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 245 words used.
Email fatigue and disengagement are challenges that every marketer must face and overcome in 2023. As consumers become increasingly more skeptical, brands need to work harder than ever to find ways to communicate to their audience in a meaningful way. Despite being an industry leader, with a legacy that spans numerous decades, PACCAR Parts’ Kenworth, Peterbilt, and TRP brands must face the same challenge. In fact, entering 2022, we discovered that 15% of our total email audience was active in our loyalty program, but disengaged with our emails. While 15% may not seem like a huge portion of our total audience, when you consider the monetary value that engaged email members provide, it proves to be very significant. Loyalty program members that engage with our emails spend a staggering 40% more than members that are non-engaged. Taking this into consideration, there is a huge opportunity for us to capitalize on email engagement.
The trucking industry is large, diverse, and consists of many different sub-categories. The variance in these sub-categories, is largely due to the industry in which they are in, not limited to what these truckers are hauling. By interrogating our own aftermarket customer database, and overlaying this information with third-party data partners, we identified the construction industry as an opportunity for growth that we could not ignore. Despite being one of the top 3 largest industry segments among our total audience, construction is an area in which we under-index in terms of targeted communication.
- 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 250 words used.
On a monthly basis we develop promotional email campaigns for loyalty program members, highlighting redeemable offers and saving opportunities. The issue, however, is that customers don’t necessarily need to be engaged with the monthly email program to gain access to their available part offerings. Knowing that 15% of our entire email audience is doing exactly this, a goal of ours in 2022 was to find specific times of year to strategically test hyper-personalization tactics through industry segmentation. Drivers, generally, begin preparing their fleets for maintenance and upkeep during the late fall months. Thus, it was no surprise to learn that November was a peak time for construction industry workers to make offer redemptions.
In the last few years, we’ve made several investments in our email program that’ve allowed our communications to function smarter and to be more adaptable than ever before. One of these investments includes the modular email templates that we built from the ground up. Considering, 66% of respondents expect personalization within the promotional content that they receive1, this investment couldn’t have come at a better time.
Unsurprisingly, our construction audience is extremely hardworking. Using extensive customer profiling research, we’re able uncover what makes this audience tick. The construction audience finds value in authenticity and their purchasing behaviors are often influenced by good deals and product functionality. Thus, when tailoring communications, for this campaign, it was vital that we ground our modular email templates with authentic imagery and language relatable for this audience.
1https://www.salesforce.com/resources/articles/customer-expectations/
- 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 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 119 words used.
Our efforts to personalize email communication for the construction audience, lead to a direct impact on influenced retail sales. Construction audience members that received our personalized emails saw a 3% year over year increase in influenced sales. Whereas construction audience members that did not receive our email saw a 43% decrease in YoY influenced sales; proving the importance of personalized email communications.
Furthermore, as a result of our efforts, the construction industry experienced:
- 33% more offers redeemed compared to general audience.
- Prior to November, construction segment made 9% fewer redemptions compared to General Audience
- 49% increase in email click engagement, during November, compared to general audience.
- 59% increase in email click engagement, compared to the general audience’s year-to-date average.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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