Using emotion to convince fleet managers they need an admin-saving app
Learn how we directed new customers to SmartCheck's handy app.
Challenge
To emotionally connect with SmartCheck’s prospects, we needed to walk in the shoes of Fleet Managers who are up to their ears in daily issues and people-management problems.
SmartCheck is an app which allows drivers to keep on top of vehicle defect checks and demonstrate DVSA fleet compliance.
Getting through to them and having them see SmartCheck as a real solution, not another thing on the list, was critical to success.
Solution
We carried out thorough research to help us understand the target audience’s barriers and motivations. 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, our B2B marketing agency 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.
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 the strategy.
Through this new, emotionally led proposition we created distinctive headlines that would appear when searching for any topic related to fleet management through paid search advertising. Copy that harmonised the functional with the emotional, such as:
- Imagine a world where pieces of paper turn into peace of mind… welcome to SmartCheck
- A process everyone follows, properly, every time. You are not dreaming
- Uninterrupted morning coffees? Check
These headlines were later rolled out across paid social assets.
Impact
These insightful headlines, 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!Commercial Manager at SmarkCheck