Detroit Connect

Detroit Connect

Telling the Telematics Story to the Media

Challenge:

The Adcom Group has partnered with Daimler Trucks North America (DTNA) for more than 12 years for public relations, social media and marketing communications programs. DTNA enlisted The Adcom Group to manage the launch and ongoing communications for Detroit Connect a new telematics brand that strengthens DTNA’s commitment to developing integrated solutions for the trucking industry. Detroit Connect is the industry’s first OEM-provided, factory-installed telematics solution.

Our Approach:

The Adcom Group executed a multi-faceted campaign to inform internal and external audiences of Detroit Connect and its suite of telematics solutions. Various forms of multimedia were incorporated to build interest, raise awareness and cultivate conversation.

Tactics:

Media Relations: DTNA hosted a press conference at Detroit corporate headquarters to introduce reporters to the brand and to give them hands-on experience with the suite of products.  Fifteen influential members of the media attended the press conference, with all posting to their social networks during the event, and then filing stories immediately after the event.

Social Media: We leveraged several DTNA brands’ well-established social media platforms to promote the Detroit Connect launch. We developed an editorial content calendar in advance of the press event, supported the launch of the brand and interacted with the media during the event.

Trade Shows: To further engage and inform decision makers, we worked with Detroit Connect to make an impact at one of the trucking industry’s biggest management conferences, American Trucking Association, which took place less than one month after the launch.

Internal Launch: To build excitement for the Detroit Connect brand within DTNA, The Adcom Group developed a communication and a die-cut dry erase board and post-it notes for every employee.

Digital Marketing: The Adcom Group developed a combination of flash, rich media and static ads, as well as a pay-per-click campaign, to support the Detroit Connect launch. The media buy was with key industry outlets, such as TruckingInfo.com, Trucker.com, FleetOwner.com, FleetEquipmentMag.com, TransportTopics.com, and more.

Results (Paid):

Following the press event, we generated feature stories and online stories in more than 40 publications from North America, including: Commercial Carrier Journal, Fleet Equipment, FleetOwner, Overdrive, Transport Topics, Truck News, Today’s Trucking, Food Logistics, Heavy Duty Trucking, and more.

Through organic content, the social media campaign garnered a total of 319 new likes on Facebook for Detroit and 65 new followers on Twitter. Several  DTNA brands were leveraged to push out content for this campaign, we reached more than 17,000 people on Facebook.

Our digital marketing strategy resulted in more than one million delivered impressions and more than 3,000 clicks. Our click-through rates averaged 0.34%, which exceeds industry benchmarks on all levels (Flash benchmark is 0.09%; Rich Media is 0.27%). PPC ads delivered more than 800,000 impressions and nearly 5,000 clicks, resulting in a click-through rate of 0.6%, exceeding the industry benchmark of 0.1%.