Answering the Cry of the Wolf
Background
SnowWolf, officially founded in 1990, leads the pack in snow removal equipment. Coming up with new ideas to solve problems is what they do best by dedicating themselves to the design, engineering, testing, manufacturing, and support of SnowWolf snow removal products.
Their Challenge
During the 2020 shutdown, the planned expansion for SnowWolf distributor channels froze up. This innovator in snow removal equipment needed a new plan to place their products in new dealerships.
Service
Brand Strategy, Audience Identification, Audience Segmentation, Messaging, Visual Media, Digital, Media Planning, Media Buying, Campaign Optimization
Our Action
Strategy
In a category that often takes a catalog, spec-selling approach, SnowWolf sought to utilize dealers. However, with the economic shutdown, SnowWolf faced delays in educating and training new dealers on SnowWolf equipment. To make the most of the situation, we worked with SnowWolf to initiate a pop-up demo product program that made it easy for operators to trial the products. Together, we cleared the way for SnowWolf’s success.
Creative
Our “Clear The Way” campaign tapped into the insight that small snow removal operators wanted a reliable partner who made the process easy. Not only did this touch point identify with the determination of the human spirit to press through difficult times, but it also spoke to proven product effectiveness and the power of the customer experience.
Performance
Targeted digital media drove prospects into stores with self-running videos, QR codes, and product displays for education. This cleared the way for SnowWolf products to find their way into the hands of consumers.
Clearing the Way to Customers
By uncovering a key audience insight, we discovered that B2C ad strategies resonated with this B2B audience. Leveraging this approach, we successfully drove awareness and generated qualified leads on Facebook and Instagram, all informed by targeted data insights.
Here’s How it All Came Together
Product decals featured customer testimonials to establish that SnowWolf may be new to dealer, but not to the category.
