G/L also helped NGH revamp its Contractor Marketing Program by developing the design and content for splash and landing pages on the NGH, Frigidaire HVAC, and Maytag HVAC websites. These sites would introduce the program and its unique benefits to contractors and get them excited about joining, with the end goal of increasing overall program participation.
The retail division of Lincoln Electric engaged Geile/Leon Marketing Communications, their social media marketing partner, to help them promote their Eagle™ 10,000 Plus welding machine. They wanted their audience to know that Lincoln Electric retail offers this high quality welder/generator that will help them get the job done, and whether they win the grand prize or buy one out of pocket, the investment will pay for itself.
G/L developed a campaign to not only amplify brand awareness and increase our follower count across our social platforms, but to also enhance consumer loyalty to Lincoln Electric retail. By offering a high-ticket item such as the Eagle™ 10,000 Plus and allowing users to submit an entry every week, our followers stayed tuned in and locked in to our content whenever it appeared on their feeds. The contest was simple—for 18 weeks, we encouraged users to submit their entry form via our microsite. Included in the entry form was the user’s email and a few questions about their welding experience and habits. This not only allowed us to drastically increase the email database, but also allowed us to gain additional insights into our most engaged users, which we continue to use to craft marketing campaigns and overall messaging that resonates with our followers.
This was Lincoln’s most successful giveaway campaign thus far, blowing all benchmark metrics out of the water. We received thousands of entries which grew the existing email list by more than 30%. We were able to reach more than 340,000 users, receiving close to a million impressions. The leads stemming from the amount of users resulted in a conversion rate of 9.43%. Benchmark conversion rates for the retail industry, according to , are 3.26%.
G/L helped with the development of the original brand architecture and presentations that lead to Flock Party having a presence on Tractor Supply Company shelves across the country. It was a blast for this brand to come full circle and work on a new seasonal promotion. This fun and edgy campaign focused on promoting Egg Maker Pellets & Crumbles. This playful concept reinforced a meme-able campaign theme and attention-grabbing creative with large, bold graphic treatments. By using mixed media with both real imagery and illustrations, this is a look that reinforces the preexisting creative style of the Flock Party brand, including fonts and general visual language, as well as expanding upon it.
Hussmann is a household name in the retail refrigeration case/system industry, however, their aftermarket parts division, Hussmann Performance Parts, needed its own identity and positioning to stand out in a highly competitive category.
Hussmann Performance Parts challenged Geile/Leon to help them build their brand into its own marketable identity.
With our Distilled Thinking Process™, Geile/Leon helped Hussmann Performance Parts unearth their unique point of differentiation within their category. We discovered that service, accountability, responsiveness and reliability are what Hussmann Performance Parts does better than their competitors.
They are not just a company that sells products and services, they are true partners to their customers, helping them overcome some of their biggest business obstacles and most complex challenges by delivering industry-leading service and creative solutions.
We developed a campaignable theme and positioned the division as Hussmann Performance Part(ner)s, a clever play on their brand name. Once all the key stakeholders were on board with our theme, we developed a brand architecture document that highlighted Hussmann Performance Parts’ positioning statement, master tone, brand attributes, key selling messages and employment messages, ultimately providing a road map for everything their brand has evolved into today.
Phil Evans, Vice President of Aftermarket Solutions, formally rolled out the new brand positioning at a Performance Parts Division townhall event. The staff is enthusiastic and has embraced the new branding. G/L has assisted in developing a wide range of collateral materials that have taken on a consistent message, look and tone further solidifying their positioning as true “Performance Part(ner)s” in the market.
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