Case Study: Cutting Through the Noise with Video Brochures from SmartDrive

Background

SmartDrive Systems gives fleets and drivers unprecedented driving performance insight and analysis, helping save fuel, expenses and lives. Its video analysis, predictive analytics and personalized performance program help fleets improve driving skills, lower operating costs and deliver significant ROI. Their mission is to help drivers come home safely to their families.

Brainstorming

SmartDrive came to us for help with their account-based marketing campaign. Their goal was to introduce select safety managers to their video-based safety program in a way that allowed
them to leverage their new video testimonials.

Campaign Approach

After brainstorming with the client, we settled on a simple idea that we felt would be highly impactful. In a time where digital marketing rules, traditional marketing has now become the unexpected way to surprise and delight. With that in mind, we developed a direct mail campaign using customized video brochures. Now, most people hear “direct mail” and immediately start to yawn; but that way of thinking doesn’t take into account how much technological advances can make direct mail a completely immersive experience.

SmartDrive’s target accounts received the beautiful brochure and a personalized card, signed by their account executive, which included program statistics and asked for an on-site meeting.

The letter encouraged the recipient to watch the enclosed customer testimonial videos, which were given by recognizable industry-leading safety professionals. Once the enclosed brochure was opened, a short testimonial compilation video would play on the 7” display, capturing the attention of the viewer.

“Digital Style has been instrumental in helping SmartDrive continuously deliver high-quality content and campaign creative. They are truly an extension of our in-house marketing team, supporting us on everything from new collateral to display advertising to video production and marketing automation implementation. This team is fast, extremely dependable and they deliver top-notch work the first time around — all qualities that everyone should want in their digital marketing agency.” — Erica Frank, Sr. Director of Marketing, SmartDrive

Conclusion

People are exposed to over 3,000 brand impressions a day. They pay attention to 52 and remember just 4. Video brochures allow marketers to put a multi-sensory physical item directly in their prospects’ hands, offering rich engagement and helping brands cut through the noise of today’s digital-only marketing campaigns.


About SmartDrive

SmartDrive Systems is an industry innovator, delivering driving performance solutions and transportation intelligence that transform fleet safety and operational efficiency. Our video analysis, predictive analytics and personalized performance program improves driving skills, lowers costs and provides immediate ROI.

Download the Case Study here: Cutting Through the Noise with Video Brochures

The Soundtrack Behind Digital Style

The Digital Style office in never silent There is constant noise and creativity flowing simultaneously in the atmosphere. The music filling the office can set or change the pace and mood in which we work. Changes in music were monitored for 56 hours. We discovered that most mornings began with some form of soft rock of indie music. Later in the day, louder more up-beat music like hip=hop and electronic/dance tent to play toward the end of the day. Although, it is to be noted that the genre change largely depends on who is in control of the music at that time. As an office, we averaged a playlist change approximately three times per day. This is the soundtrack behind Digital Style!

 

Case Study: Tapping Into the Craft Brewer’s Conference with ThinFilm

Background

Thinfilm, a leading global provider of NFC mobile marketing solutions, recently hired Digital Style to help with their marketing efforts at the annual Craft Brewers Conference in Nashville, TN. Their goal was to focus on showing brewers how their near-field communication (NFC) technology, SpeedTap™, could help them stand out in the crowded food and beverage industry using digital coasters.

Although this project was for a tradeshow, Thinfilm wanted to offer a non-traditional, immersive experience for attendees. Any company can get booth space and offer tchotchkes and games, but not many companies are willing to forgo the traditional to focus all their efforts on a guerilla campaign. By taking this interactive approach, Thinfilm sought to display by example how SpeedTap can chuck expectations to create digital touchpoints on products that motivate buyers to use their phones to get info and deals.

 Brainstorming

Armed with a passion for beer and inspired by Thinfilm’s boldness, Digital Style got to work on the backbone of their business: brainstorming. After spirited discussion, we focused on the topic at hand: people that drink beer also love to talk about beer! We presented our ideas to Thinfilm and the way forward was clear: sprinkling Thinfilm coasters throughout bars around the conference with artwork that enticed patrons to take a quiz.

That’s right: a quiz. We know that beer drinkers not only love to talk about beer, but also love to show off all of their random beer knowledge. This concept did not disappoint.

 Execution

Thinfilm extended their bold approach to our execution and allowed us the creative freedom to design a campaign that would really resonate with the conference audience. With our marketing expertise and the help of a third-party vendor, Jebbit, we were able to quickly build the high-performance mobile quizzes that we needed to introduce Thinfilm to conference attendees. In our design phase, we kept our designs and the overall experience in line with the Craft Brewers Conference theme and honed in on ways to resonate with the culture of beer brewers. The interactive experience was anchored by custom landing pages in Hubspot, which allowed ThinFilm to gather all the lead information from the quizzes.

The quizzes qualified the leads based on their status as either a brewer, a brewery owner, or a general beer fan. The most qualified leads were invited to an exclusive party where Thinfilm could get face time to demo their technology. Other leads were taken through a different interactive experience, and detailed analytics on starts/stops, quiz performance, responses, time on quiz, how often multiple quizzes were taken from the same device, etc. were collected for Thinfilm.

“Thanks to Digital Style, we have been able to achieve key new marketing objectives, while our internal resources were allocated elsewhere. We get the benefit of a full-service agency for every campaign, from strategy to execution. I would recommend Digital Style to anyone looking to elevate their positioning and create meaningful conversions with their customers.” — Evan Howe, VP Sales, Thinfilm

 

Results

Did we mention that beer lovers also love to share their beer knowledge? Yeah, we thought so. The proof is in the results of this case study:

  • 84% of people who started the quiz, completed it
  • 46% of people who were shown the happy hour form completed it

About Thinfilm

Thin Film Electronics ASA (“Thinfilm”) is a global leader in NFC mobile marketing and smart-packaging solutions using printed electronics technology. Thinfilm creates printed tags, labels, and systems that include sensors and wireless communication — all at a cost-per-function unmatched by conventional electronic technologies.

Download the Case Study here: Tapping Into the Craft Brewer’s Conference with ThinFilm

Featured Employee Of The Month: Digital Marketing Manager, Atena

Employee Feature Questionnaire

1.What was your very first job?

I’m not sure if working for your parents counts, but at my dad’s Persian rug store! I would help with rug repairs and delivering them to customers’ houses. My first non-family business job was at TJ Maxx.

2. What degree(s) do you have, and from which institutes and fields of study?

Dual Bachelor of Arts in Communications and Psychology from Keene State College in NH.

3. What do you think is one of the most significant changes that you’ve seen since you started working in your industry?

How rapidly the way people consume content has changed, and just generally how much digital marketing has evolved as a whole. One of the most fascinating things I’ve noticed is how short of a timespan a brand has to grab the attention of the consumer. Seeing how brands are executing this in different ways is also very interesting, and valuable for my own strategizing efforts.

4. What excites you most about the digital marketing world?

I love that as a digital marketer you have the opportunity to think outside of the box and be disruptive. The opportunity for creativity is endless, and it’s really amazing to see what’s being done in the space and be a part of that process.

5. What do you do when you are not at work?

I recently picked up surfing, and it has been a challenge but super fun! I’m usually at the beach doing some water-related activity, cooking for friends and family, entertaining out of town guests, or planning a trip to a new country I want to visit.

6. Do you have any hobbies?

Absolutely! Surfing, boating, snorkeling, cooking, traveling, dancing, hiking, camping, backpacking, indoor rock climbing, road tripping, making new friends, beach cleanups, and taking my 2-year-old nephew on adventures.

7. What thing(s) are you obsessed with?

I really enjoy a good cup of coffee, I can’t survive without it. Also, Mexican food, sushi, road trips, overcoming my fears, and my adorable little nephews.

8. What’s one thing about yourself that would surprise people?

I’m actually a billionaire. Kidding! But I did used to be in a DJ duo group with my friend Jasmine when I lived in CT. Took the Night!!!

9. What’s the best advice you’ve ever received?

Someone very wise told me a few times to live in the present.  Don’t focus and get caught up in the past or the future because the moment you’re living now is precious and deserves your attention. You’ll never have that moment again, so don’t waste it.