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Sloan Transportation was already successfully penetrating the heavy-duty market place, but wanted to significantly increase its market share. In year one, we surveyed distributors, owner operators, fleets and sales reps to establish a benchmark and confirm key messaging. With our umbrella concept of Sloan as “One Stop Shop” we used the tagline “Sloan Delivers” as the focal point of the campaign. Key elements included a BIG IDEA promotion, which was used to leverage Sloan with program groups, while gaining a foothold at parts and service counters. The One Stop Shop concept married air and electrical parts, positioning Sloan as a BIG player against larger competitors. In year two we leveraged their partnership with a well-known wire harness manufacturer successfully executing a print campaign that opened new markets with distributor groups and major service dealer chains.
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Strategy
