Doe-Anderson Makes Toyota Technicians the Heroes in New 360 Support Campaign
July 16, 2018
Ad Campaign Demonstrates Service Benefits Using Real Employees
Toyota Material Handling USA has established its reputation in the market as the world’s primary producer of high-quality, durable, reliable forklifts, but it had an opportunity to expand the marketplace to its dealer networks. Toyota released “Toyota 360 Support” to strengthen customer service standards and ensure customers receive incomparable support, limiting equipment downtime to an absolute minimum.
Doe-Anderson was retained by Toyota to develop marketing materials in support of the 360 Support launch.
“We saw an opportunity to put a human face to the service claim. Toyota technicians are the real heroes of the Toyota 360 Support service program, and we wanted to demonstrate that visually.”
— Bill Connelly, Doe-Anderson Creative Group Head
Toyota’s messaging for Toyota 360 Support targeted three audiences: current Toyota forklift-equipment customers, prospective customers and – just as important – Toyota forklift dealership operators and technicians.
Dealers are equipped to discuss the new 360 Support service program with information from webinars and collateral materials, including life-size pop-ups featuring the same technicians who are depicted in the advertising. Trade print advertising is augmented by digital display ads. All messaging drives prospective customers to the Toyota forklift website to learn more.
Metrics for monitoring the program’s effectiveness include attendance at dealer-directed webinars, response to digital display advertising and website traffic monitoring of the 360 Support landing page.
Doe-Anderson is a full-service, integrated branding and marketing communications agency headquartered in Louisville, Ky., with an additional office in Columbus, Ohio. The agency is one of the longest-established marketing firms in the country and, as such, is living proof of its mantra for clients: Adapt or Die. Doe-Anderson’s clients include Maker’s Mark, Jim Beam, Utz, Maui Jim, Louisville Slugger, Carrier, Norton Healthcare, OhioHealth, Franciscan Health, Central Bank, Independence Bank, the Galt House, Bluegrass Cellular and Louisville Gas & Electric.