In the spring of 2010, CountryMark made the strategic decision to launch its own lubricants product line under the CountryMark brand. In its first year, Advantage Lubricants reclaimed the market share among lubricants CountryMark previously sold. With an established brand, CountryMark needed a full-service agency partner to develop and manage advertising, integrating messages across channels to foster sales growth.
CountryMark’s 2011 goal was to increase market share by 4 percent, outpacing the industry average of 2-3 percent per year. Simultaneously engaged in the petroleum and agriculture industries, CountryMark’s success depended on Hirons’ quick understanding and communication of highly complex technical messages that would resonate with CountryMark’s business-to-business audiences.
Hirons worked directly with CountryMark’s sales manager and lubricants manager to establish a target launch of school systems, one of the larger consumer industries. Two of the largest features of this campaign included a trade show booth with original photography and a produced video featuring testimonials. Additionally, Hirons created a direct mail piece to drive attendees to the booth, a collateral informational brochure and the packaging for a lube scan giveaway. Hirons developed unique creative materials to optimize CountryMark’s established brand and traditional deliverables.
In just one trade show event, CountryMark increased sales to the school transportation industry alone by 5 percent, exceeding yearly goals.