Going beyond the functional for fleet management app
Brief
Learn how Leopard Co partnered with SmartCheck to develop an emotionally resonant campaign that transformed fleet management by addressing the real challenges faced by fleet managers.
Challenge
Fleet managers are up to their ears in daily issues and people-management problems. Getting through to them and having them see SmartCheck as a real solution, not another thing on the list, was critical to success.
Solution
Through secondary research (online forums, news articles, competitor reviews and reports) and primary research (interviews with internal stakeholders and current customers), we looked to go beyond the functional and create an emotive message that would resonate deeply with our target and establish trust.
Through our research, we found a common theme: going paperless. This seemed to be the key proposition from competitors and the industry. That’s when we asked ourselves: is paper the problem?
We discovered getting rid of paper was only the tip of the iceberg for fleet managers. They were dealing with serious daily issues such as:
Broken process - Getting everyone to follow a process and correctly conduct their fleet checks, even if using an app, was a daily struggle. People management: Fleet managers know the ins and outs of the business, but that doesn’t mean they know how to manage people. This addition to their job was uncharted territory and many aren’t set up for success.
Pushback from employees - Change is hard and not everyone is excited about it. They may want to make improvements, but sometimes the status quo is easier to keep the pieces no matter how broken it is.
We realised, they didn't have a paper problem, they had a headache.
This became our key proposition and platform for the campaign, which we summarised in in the strategy.
Through this new, emotionally led proposition we created distinctive headlines that would appear when searching for any topic related to fleet management. Copy that harmonised the functional with the emotional, such as:
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Imagine a world where pieces of paper turn into peace of mind… welcome to SmartCheck.
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A process everyone follows, properly, every time. You are not dreaming.
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Uninterrupted morning coffees? Check.
Impact
This copy, combined with a fully articulated paid search keyword analysis, created a stand-out approach to capture the industry's attention and create a pipeline of new customers.
When looking for a marketing agency to support us, we were keen to find a like-minded business with similar values to us. Leopard Co. are friendly, relaxed people that know their business and provide great insight and support.
Initially, we were provided with strategy support, which included competitor analysis and gaining an understanding of our customer personas. From there we built a set of objectives allowing us to plan a targeting and positioning strategy. Overall, our experience working with Leopard Co. has been incredibly positive. The team have been supportive, accommodating, knowledgeable and nothing is too much trouble. We would highly recommend!