TFI Envision Delivers Integrated Campaign for Standard Motor Products, Inc.
Long Island City, NY — TFI Envision, Inc. was thrilled to be chosen to develop the positioning and integrated brand campaign for Standard Motor Products® TechSmart® brand. TechSmart is a unique line of products developed specifically to deliver innovative solutions for today’s technicians in the automotive aftermarket industry.
The Challenge was to create a campaign that would resonate with the target consumer, while delivering the brand’s unique point of difference. The TFI Envision team began by digging deep to find real consumer insights that were actionable. “One thing that kept coming up in the research was that technicians face daily challenges when solving today’s automotive problems” said Mary Ellen Butkus, VP at TFI Envision. “We needed to position the brand in a way that helped the target understand how TechSmart really could help them.”
What stood out was the fact that both the target consumer (a technician) and TechSmart have a similar set of values. The values (innovation, quality, and collaboration) translated into the fundamentals of the position and lead TFI Envision to create the campaign: “Are you TechSmart?”
The idea TFI Envision developed was to build a community around the brand by showcasing the similarities between the target and TechSmart: “You are: Smart, innovative, looking for better parts, on the cutting edge of technology, wanting to deliver the best for your customers. You are TechSmart. TechSmart is a brand of auto parts that delivers innovative solutions, first to market parts and premium quality. It was created for you, with you and by you. For years technicians have been looking for parts that are better as an edge against their competition. TechSmart delivers this for you.”
The “Are you TechSmart?” campaign allows the target to see the brand’s values in themselves and their peers by showcasing real technicians with real tech issues getting solutions from the TechSmart brand.
The Campaign Elements included print and digital advertising; in-store POS including a series of shelf talkers, counter mats and trade specific game cards; digital including eblasts, web banners, social media promotions and online training videos.
TFI Envision developed two promotions, one focused directly to the trade, which featured a quiz that reinforced the campaign and the other a broad reaching social media consumer promotion to increase TechSmart Facebook fans.
The Facebook promotion “Are you TechSmart? Win an iPad” Sweepstakes has helped to almost triple the Facebook fan base in three days with that number growing daily.
“Great job with the TechSmart Techs Facebook posts. It’s a wonderful engagement and illustrates one method we are using to identify, reach, and influence our customer.” said Jay Eckstein, Director of Marketing Services, Standard Motor Products.
TFI Envision also created a series of TechSmart training videos to highlight the unique solutions TechSmart has created for technicians delivered in a fun and informative way which airs in September online and in social media.
“Developing this integrated brand campaign for Standard Motor Products, Inc. has been a thoroughly engaging project, combining both our traditional and digital media expertise as part of an effective strategy to meet our clients’ goals.” said Elizabeth P. Ball, President and Creative Director of TFI Envision, Inc.
The “Are you TechSmart?” campaign will also be featured at the 2012 AAPEX Show – the largest annual trade show for automotive aftermarket industry professionals, held during the Oct 30 – Nov 1st at the Sands Expo Center in Las Vegas, Nevada. Nearly 115,000 professionals from around the globe participate in this leading trade show.
The “Are you TechSmart?” campaign is currently running and you can check it out at: https://www.facebook.com/TechSmartParts or www.TechSmartParts.com