TURNING “A MAN AND HIS TRUCK” INTO A SUCCESSFUL SELLING STORY.
Jerr-Dan, a leading manufacturer of Tow Trucks since 1960 was in a good place. Business was strong and steady.
But they wondered if it could be better. So they asked Plan B for ideas to help them lift sales.
A series of interviews with current Jerr-Dan customers led our team to an insight:
Tow Owner/Operators love their Trucks. And why wouldn’t they? After all, they spend more time with them than their own families. It’s a tight relationship, so much so that it could be described as a type of Bromance – in this case, “Towmance.”
By celebrating this relationship Jerr-Dan could make a uniquely powerful connection with their customers, and reach out to competitor’s customers with a message that demonstrated Jerr-Dan’s unique understanding of the towing business, elevating their stature in the marketplace.
So Plan B developed an innovative 360-degree communication strategy to spread the love in print, on the web, at tradeshow booths and even on a custom Towmance calendar, featuring customer-submitted shots of drivers and their Jerr-Dan trucks.
The campaign helped Jerr-Dan to connect with the Tow community on a deeper level than ever before, leading to a spike in social media and web activity, and an upgrade in feedback from Customers and Distributors.
Or, in the words of the Jerr-Dan client: “Some of the best advertising we’ve had in the history of the company!”