Tale of Two Sites: Freightliner Launches Cascadia

I rewrote this headline about a million times. I think I still like "Born in the Wind Tunnel" better, but it didn't explicitly talk about saving money. Go check it out at Drive Cascadia.

In 2007, Freightliner called together all its marketing and advertising vendors to announce its first new truck in nearly a decade. And Freightliner loved this truck. Our job was to get fleets and owner-operators to love it, too.

Here’s the thing: Fleets and Owner-Operators have two very different mindsets. Two distinctly different audiences? Two distinctly different sites. Ah, the beauty of interactive marketing…

And now, something a little more fun. Have fun when you go to Visit Cascadia.

In hindsight, it amazes me that I finished this writing in about three weeks. Read the rest of this entry »

Carrier: Selling Hot Air

Marketing a a furnace or an air conditioner reminds me of one of those classic ad conundrums: How do you sell the hole, not the drill?

In the world of HVAC, products are rated by efficiency and size. But no homeowner cares about SEER or AFUE. No one cares about the rust-proof exterior or the UV lights that prevent mold from growing on the coils.

Generally speaking, HVAC brands are considered only in times of need. As long as their A/C unit works, consumers want no part of any sort of awareness campaign. Heck, hyper-aware consumers might even feel turned off by a winter-time furnace ad because it smacks of being predatory.

Which means that HVAC is perfect for the highly segmented, rational, long-form approach of interactive.

At Pop Art, I worked with Carrier Residential on a number of campaigns. I’m in the process of adding more examples. Click around for descriptions.

PPC
Locally targeted display media
Landing pages
Microsites
SEM
SEO
Infinity
Edge
Generator
Hybrid Heat