Kohler Generating Brand Awareness for Generators
This is a story about the power of media. Paid media. Our client, Kohler, is known worldwide for the bold look of their plumbing fixtures. But Kohler also stands out as one of the largest generator manufacturers in the world.
Kohler Power Systems and Kohler Generators create their marketing materials in-house. To get their message out, they turned to Hoffman York as media agency of record.
Our Job
Target facility managers and specifiers in key segments like Airports, Health Care, and Data Centers so they would spec their job with Kohler. We also targeted a consumer audience where we encouraged homeowners to contact a Kohler dealer.
Return on Ideas
Results
HY’s media team has helped Kohler expand into new categories and launch new products very efficiently, through tighter definitions of target audiences, tough negotiations and continual performance monitoring.
B2B: Prime Placement
Our print media strategy positioned Kohler as a leader. HY was able to work within the budget and negotiate 100% placement for nearly 70 insertions featuring only the most sought-after positions: back cover, inside front cover and opposite Table of Contents.
B2B: Generate leads
Our client is all about generating things. So we partnered with leading media companies to co-sponsor helpful webinars. The webinar program created a record number of media-driven leads.
B2B: DRIVE TRAFFIC
A coordinated banner ad and e-blast campaign drove traffic to the KohlerPower.com site and got more customers to spec Kohler for their job.
Consumer: Display Advertising
The digital campaign for home generators featured rich media takeovers on sites like ESPN.com. Plus, conversion-optimized banners targeted to relevant consumer interests and behaviors across the web. The campaign created 55% more “Find A Dealer” searches and nearly 9x more “Get a Quote” form submissions than the previous year.
Consumer: Media Sponsorship
A home generator is all about reliability and peace of mind. The media plan reinforced that message to our affluent audience by creating “Today’s Most Reliable” golfer during ESPN’s coverage of the British Open.
Consumer: Content Creation
We created additional content by working with our media partners like HGTV. Kohler generators played a key role in a video discussing how to create an emergency backup plan.