Magnum Always Smarter Campaign (2013-2014)
SITUATION / CHALLENGE:
Magnum Oil Tools has been a leading manufacturer of specialty downhole completion tools to the energy industry for nearly 30 years. This well-established client saw an opportunity to gain market share for its line of frac plug products, which already comprised around 90% of the company’s sales. In order to make it possible, the client needed a campaign that focused squarely on the frac plugs product line.
OBJECTIVES:
· Solidify market leadership position for Magnum frac plugs
· Generate qualified leads among completions engineers interested in Magnum frac plugs
· Reinforce existing brand messaging
STRATEGY / TACTICS:
In order to achieve the campaign objectives, the account and creative teams set out to:
· Center product marketing initiatives around industry tradeshows
· Run a promotion for a custom gun giveaway that supported Magnum’s marketing message around “built for purpose”
· Promote giveaway via email and media prior to show to drive interest and booth traffic
· Engage booth visitors with a gunsmith demonstration at booth
· Qualify leads post-show via lead nurture campaign
MESSAGE ALIGNMENT:
The creative team developed messaging to position Magnum frac plugs as the “smartest choice” in the field. This was because Magnum frac plugs were “designed for purpose,” meaning each one was engineered to handle specific completions challenges. This ultimately reinforced existing “value play” messaging around the brand—using a more effective product that can stand up to every challenge means more efficiency, less cost and all around “smarter” well completions economics.
The custom rifle giveaway tied in nicely with the “designed for purpose” message of the Always Smarter campaign. While Magnum Oil Tools are designed for specific completion challenges, the custom rifle was precision-engineered for better aim and accuracy, completely customizable to your specific sporting needs.
RESULTS:
With a solid strategy, sharp creative and a plan for both generating leads at the tradeshow and nurturing them afterward, the Magnum Always Smarter frac plug campaign garnered big results for the client.
Results from the custom rifle giveaway:
· Over 700 leads from two shows
· 300 additional leads via website sign-up
· Magnum was able to capture 100 leads more than next best booth at DUG (and they gave away a Harley)
· Leads were then entered into CRM for follow-up lead nurturing program
Results from the post-show lead nurturing efforts:
· E-blast 1
- 56.4% open rate
- 8% click-through rate (to microsite)
· E-blast 2
- 36% open rate
- 2.5% click-through rate (to read case study)
· E-blast 3
- 30% open rate
- 1% click-through rate (to sales consultation meeting request)
STRATEGY / TACTICS
· We created a custom rifle giveaway
· Participants could enter either online or at the booth
MESSAGE ALIGNMENT:
The custom rifle giveaway tied in nicely with the “designed for purpose” message of the Always Smarter campaign. While Magnum Oil Tools products are designed for specific completion challenges, the custom rifle was precision-engineered for better aim and accuracy, completely customizable to your specific sporting needs.
