John Bean
Zero Deaths in Traffic
The challenge
DIRTY HANDS
TO HIGH TECH
“Advanced Driver-Assistance Systems” (ADAS) such as sensors, cameras, and radars are becoming standard on the new generations of vehicles to ensure maximized vehicle safety.
These new vehicle technologies create a challenge for repair shops whose employees need to move from dirty hands to high tech. This group of professionals is historically not digital-first, and there may be an aversion to highly digital solutions.
For John Bean, the challenge was to communicate this new need of calibration for road safety purposes as a true business opportunity for the repair shop.
the solution
ZERO DEATHS IN TRAFFIC
The “Zero Deaths in Traffic” campaign was designed to emphasize the value that Tru-Point™ brings to automotive safety, while simultaneously establishing John Bean as leading ADAS experts and innovators.
Rather than focusing on the technical features of the product, the campaign aimed to highlight the importance of recalibration of ADAS for road safety, with the end goal of Zero Deaths in traffic.
This messaging resonates with a larger audience and gives a higher purpose to the work to be done.
the solution
THE DIGITAL WORKSHOP
A digital workshop in which to invite the customer to showcase John Bean’s offering was created.
The workshop was used both in the awareness trailer to showcase the products, in the launch content, and as a backdrop during the webinars.
The digital workshop was used for sales enablement and virtual demonstrations.
THE SOLUTION
TALK THROUGH PEOPLE
The campaign was designed to talk through – rather than to – people, using the John Bean employees as communicators.
An internal awareness campaign, onboarding the chosen sales representatives, was as crucial to the success of the project as the external launch.
They were given press-kits, content and timelines to drive the launch of the external campaign, putting the success in their hands.
We then launched the campaign globally, one market at a time.
the solution
content
THE SOLUTION
LE LAUNCH
The first market of the campaign was a launch in France. Targeted communication in French, using email, social media, and targeted ads, all supported by a dedicated .fr-website, aimed at inviting the repair shop audience to attend a webinar; both live and then available after the event.
This visually appealing webinar addressed the topic of ADAS, and how Tru-Point is the only product currently allowing for a full and safe recalibration while simultaneously generating additional revenue for John Bean’s customers.
The campaign generated an abundance of hot leads and became the base upon which John Bean’s sales force and distributors have subsequently built their pipelines.
the impact
SALES ENABLEMENT
Roger Marti, Senior Director of Product ManagementFrank Valiant has been instrumental in helping us to present our revolutionary, technologically advanced equipment to our target audience in selected geographies. While acting across borders and in multiple languages was a challenge, Frank Valiant’s talented squad stood up and accompanied our local teams on their journey to identifying, addressing and meeting prospects before turning them into customers.