Digital media campaign delivers sales growth for Gates Corporation
Our ‘chain to belt’ digital media campaign for Gates delivered incremental sales and a long-term pipeline for future growth in EMEA.
Gates Corporation is a leading manufacturer of fluid power and power transmission solutions. They asked LAW Creative to deliver a global campaign to show how they were helping customers to increase efficiency and sustainability through chain to belt conversion. Through our multichannel digital strategy and execution, we generated over 200 marketing qualified leads (well over the target of 120), providing Gates with a measurable return on their investment.
- 200+ marketing qualified leads generated vs target of 120
- c.25% converted into sales qualified leads
- c.3 million impressions
- 122,000+ unique visitors to the campaign page, vs target of 40,000
- Brand awareness exceeded industry benchmarks for Google Search and Display
Creating impact with a compelling value proposition.
Research and background
First, we made sure we understood exactly how Gates maintains a strong, reliable and authentic level of trust with their customers. We also looked closely at how Gates focuses on quality, performance and sustainability, helping their customers to improve process and production while supporting their net zero ambitions. This involved desk research and conversations with the client.
Creativity and engagement
Working closely with the client, we developed the campaign value proposition: Evolve with Gates. This would ask the audience to ‘join the evolution’ and be part of something important – make a positive change (chain to belt conversion) that would benefit their business, their customers, their employees, and the planet.
Execution and delivery
The campaign focused on the crucial topic of energy savings, addressing increasing global energy demands and rising costs. Gates aimed to showcase their innovative approaches to enhancing operational efficiency without compromising the quality and reliability of their alternative chain drives.
The campaign was launched at the prestigious EPTDA industry event in 2022, which was an excellent platform for building visibility and credibility.
Campaign components and deliverables
- Articles: We created insightful technical articles to educate and inform potential customers about how Gates’ solutions could help them achieve energy efficiency
- Sales Presenter: We developed a compelling sales presentation to give the sales team a clear and persuasive narrative about the benefits of switching to Gates solutions
- Email Lead Nurture: We implemented an email journey to nurture leads and build trust, delivering targeted content that addressed their specific needs and pain points, and keeping Gates front-of-mind for potential custom
- Landing page: Capturing the visitor’s interest, it featured Gates’ commitment to energy efficiency and cost savings, and delivered key messages about the value of converting from chain to belt drives
- Infographics: Highlighting key statistics and benefits, making it easy to see the value proposition at a glance
- Lead-gen CTAs: “Book consultation”, “Sign up to Webinar” and “Energy Calculator” CTAs were strategically placed encourage click-throughs
Why the ads worked
The campaign included a robust paid media strategy, using multiple platforms to reach our target audience effectively. This strategy included:
Targeted Google and LinkedIn advertising
- Audience: The three audiences were distributors, end users and manufacturers (OEMs)
- Messaging: Focusing on how Gates’ belt drives solve key pain points for the target audience (reducing energy consumption and increasing operational efficiencies)
Webinar and consultation promotions
- Webinar registration: Ads promoted educational webinars, positioning Gates as a thought leader and providing a platform for deeper engagement.
- Free consultation offering: Encouraged immediate action, making it easier for potential customers to explore Gates’ solutions.
Beating targets, boosting sales, delivering ROI
The campaign showcased Gates’ innovative solutions, engaged the target audience, and drove meaningful interactions to confirm Gates’ position as market leader. The business opportunities from the leads generated have delivered extra sales for Gates, connecting them with new customers and increasing their EMEA pipeline, while brand awareness exceeded industry benchmarks across Google Search and Display.