Taylor Company is a large manufacturer of food and beverage equipment. Because their solutions reach a wide variety of markets, there is a constant need for campaign-based marketing to promote new rollouts for specific equipment.
Conectiv and Taylor worked together to develop a sound marketing strategy – with message positioning as the focal point – to better address the needs of the target audience for a new innovative commercial grill. With markets defined and the audience identified, Conectiv began development on various communication vehicles to highlight the campaign and promote the product series. For the purposes of tradeshows and sales leave behinds, a brochure was created with callouts highlighting the grill’s innovative new features. Since most of the new features fall within the grill’s dynamic, moving parts, Conectiv scripted, and created a video that incorporated 3D renderings with pop-out views to better highlight the features and functionality of the new innovation. Conectiv also included testimonials from equipment users and messages from Taylor’s engineering team to help customers understand each and every angle of a new product innovation. Of course, all communication vehicles could be downloaded or consumed on a microsite created specifically for the new grill series as well.
ClientTaylor CompanyServicesWeb, Market Research & Strategy, Branding, Photo, Print, Digital, Video
