We leveraged the thought leadership content and sales enablement tools to create market-focused educational webinars that addressed common industry challenges. The webinars helped further differentiate Caster Connection as a solutions provider within each target market.We divided the webinar marketing execution into three parts:
- Before: We focused on driving awareness for the webinar and generating meaningful attendees.
- During: We focused on leveraging webinar engagement and attendee questions for further marketing opportunities. For example, we asked the attendees several survey questions during the webinar. Then, we edited the questions and responses to create quick video snippets, which we repurposed as proprietary research.
- After: We leveraged a series of emails and the newly developed content to nurture opportunities.
As part of our marketing elements, we created dimensional direct mail to deliver a memorable, tactile experience to our client’s potential customers. We designed the mail to cut through the noise of traditional content and grab the customers’ attention.
In a hospital setting, many patients dread hearing the sound of carts rolling down the hallway. Patients may be disturbed by noisy cart wheels at scheduled times throughout the day. Beyond the five-second annoyance, this can make them feel anxious before and after, which can impact their ability to rest and heal.
Through our research, we discovered that our client’s healthcare customers had an elevated need to touch and feel a product to appreciate its advantages. We created dimensional mail that contained casters and messaging about minimizing noise. We converted a wheel into a dial on a radio to help them visualize that each caster is an effective way to turn down the noise in a hospital.
For those who work in distribution, safety, productivity and performance are paramount. To speak to their challenges and concerns, we created dimensional mail that featured a vibrant CC Apex caster and information about safety and efficiency. The trifold brochure included a diagram of the CC Apex, highlighting its improved maneuverability, enhanced movement and push/pull functionality.
In the fabrication market, key priorities include improving productivity, enhancing ergonomics and reducing injury. To resonate with this audience, we developed messaging that featured a testimonial from a long-term customer that described the performance, durability and ergonomics of the CC Apex caster. Like the distribution campaign, the brochure focused on the product benefits using a colorful diagram.