Get On Our Level
- Construction
- DeliverablesAdvertising, Content, Email Marketing, Mobile, Motion Studio, Personality, Positioning, Product Launch, Social Media, Websites
Get On Our Level
Challenge
In 2020, JLG unveiled a machine that would change the face of how work gets done at height — the 670SJ Self-Leveling Boom Lift, the first boom with smart-adapting suspension.
However, as the first of its kind with no comparable offering, audiences had a difficult time appreciating the machine's capabilities until they experienced it for themselves. To complicate matters further, as a leader in the access industry, JLG's world-class machines often command a premium price, ultimately raising customers’ investment — and the stakes of this pivotal product launch.
Solution
Through our experience marketing in the construction arena, we know innovation grabs attention, but rarely does it close the deal. So, we got to work creating an integrated, full-funnel communications strategy that could nurture our audience toward purchase — week after week — powered by messaging that didn’t mince words.
Research showed customers needed to get their hands on the 670SJ to believe it. So we told them to, flat out.
Making the First Power Move
The world is not flat. Terrain is the enemy of efficiency on the job site, and the 670SJ was here to level the playing field. Direct, action-oriented messages were bolstered by solution-oriented copy to common pain points for both JLG’s rental company and end-user audiences.
Strong messaging elevated by a virtual, black-and-white world differentiated the ads while allowing the machine to stand out as the hero it truly is.
A Next-Level Social Strategy
A series of posts highlighting various features, topics and testimonials launched the Self-Leveling Boom across Facebook, Twitter, LinkedIn and Instagram.
Traditional tactics set the level. The digital space took them to the next.
Dynamic From the Wheels Up
Our digital efforts at launch focused on the 670SJ's distinct, industry-first features and benefits, while enticing users to learn more through a one-of-a-kind online experience.
Mastering the Digital Terrain
With limited production, giving customers a hands-on experience with the 670SJ was out of the question. So, we brought the demo to them with an experiential microsite where users could go “hands on” from the comfort of their own seats.
The interactivity of the microsite allowed users to watch the 670SJ while going in depth on all the features, but our testimonial videos were icing on the already enticing cake. Showcasing operators who've already experienced the machine provided real-world believability for never-before-seen capabilities.
Creating a steady drip of undeniable innovation.
A purchase program for the 670SJ requires more than just identifying people — it requires identifying the right people. Our prospecting and lead nurture email campaign pinpointed potential customers and maintained contact with them at every stage of the funnel. With video showcases and detailed deep dives, we kept the boom in customers’ inboxes until they were ready to buy.
Someone Call for a Big Lift?
The 670SJ’s driving force is to keep its users steady. However, it’s safe to say our campaign shook up the industry. Our tactics led the target audience to experience the website and sign up to receive emails:
Site Visitors Since Launch
End Users and Rental Companies Added to the Email Nurture Program
Unique Video Plays
Open Rates for Each of the Campaign Emails
