Company: Regal Power Transmission Solutions, Florence, KY
Company Description: Regal Power Transmission Solutions is a business of Regal-Beloit Corporation. Regal Power Transmission Solutions’ technologies include conveying components, bearings, gearing, couplings, chain drives, clutches, torque overload devices and belt drives.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Agricultural / Industrial / Building

Nomination Title: Only Mother Nature Moves More Air Than Browning

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

The Marketing and Communications team responsible for the Browning brand of HVAC industrial blowers and belts faced a serious and unusual set of circumstances. It was announced that the business unit which owned the Browning brand was up for sale. We realized it was critical to be pro-active with launching promotions in support of brand awareness intended to stabilize the products in the marketplace. We needed to capture the attention of our existing, as well as potential customers. Our goal was to demonstrate that our products continue to be among the best in the market. The Browning commitment to quality and our pledge to sustainability will remain strong.

The Browning marketing team set out to create an eye catching graphical representation of the new message. The whimsical “Only Mother Nature Moves More Air Than Browning” integrated program was born.

The objective of “Only Mother Nature Moves More Air Than Browning” campaign was to make a large noticeable introduction splash surrounding the Browning brand that would lead up to anticipation for visiting our trade show booth during a recent AHR Expo (Air, Heating and Refrigeration) in Chicago, IL (the windy city!). Our goals included a lead generation increase of 30 percent, a social media growth rate of 5% percent and customer engagement resulting in at least 4 RFQ’s. We understood that getting and holding the attention of customers is the hard part so, we utilized several touch points to kick start the momentum.

The multi-level program began with traditional print advertising and quickly incorporated digital components managed from our marketing automation dashboard.

From the dashboard, we created an email campaign inviting customers to our booth for a chance to put themselves’ in the wind by registering for a chance to win a gas powered scooter. In addition monthly social media calendars were created and scheduled to ensure consistent message flow and customer touches. Multiple touch point emails were sent between August and December offering invitations, valuable HVAC content and helpful hints and tips for installation of our HVAC components as well as validated energy savings cost statistics. We extended our e-vites to include a webinar prior to the AHR show to encourage customer excitement and intrigue to further promote our savings message. Typically, people need to hear a message seven to ten times before it starts to stick. So, for our integrated marketing campaign, we utilized several different mediums both traditional and digital to get our message to bond! In addition to the push-pull process of our press release and post card mailers, Browning’s touch points included Facebook, Twitter, LinkedIn, Slideshare and YouTube promotions which directed people to informational content, installation videos, technical data as well as information on how to easily obtain self-service content. Our short videos created and posted by our HVAC team on YouTube during the show, enjoyed hundreds of views and continue to be viewed today.

The idea behind our giveaway which asked our customers to “Put Yourself In The Wind”
was to engage with our visitors upon their first visit. By doing so, we offered them an entry ticket and a red Browning logo cap. We then invited them back the following day for the live drawing/giveaway. They had to be present wearing their red hat to win. The idea behind this “flash mob” was re-engagement and promotions that created a buzz across the trade show floor. This multi-touch strategy that focused on building and maintaining relationships while strengthening our brand awareness gave our booth staff another opportunity to engage and educate our customers about our products and services. It was a fun and energetic event that drew the attention of hundreds, 428 entries to be exact and helped to instill confidence with our continued sustainable Browning product and service offerings. Our goal of continued brand awareness, increased lead generation, improved customer engagement and reaching more customers with our product sustainability education exceeded our expectations.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

• Total AHR show leads increased by 90 percent year over year despite a 1 percent decrease in actual visitor attendance. Our goal was a 30% increase.
• Our social media touch points experienced a 7.8 percent growth, a 2.8 percent increase over our goal.
• Our series of e-mail touch points from the launch of our campaign experienced a CTA rate of 7%, the goal was 4%.
• We have been invited to present our educational sustainability message to 6 customer groups, 2 above our original goal.
• As a result of this awareness campaign, we recently received a sizable order for Tenso-set®, one of the focused cost saving products promoted during our campaign.
• The “Only Mother Nature Moves More Air Than Browning” campaign was so successful that the Browning HVAC Marketing team has been asked by the Vice President of Marketing to continue with the campaign through 2015.