ANA Business Marketing Members-Only Event in Charlotte

SESSION 1 - Freightliner's Customer Experience Program Drives Dealer Results and Consumer Engagement

Freightliner Trucks is recognized as the leading manufacturer of on-highway trucks that haul goods across the continent, but few knew that Freightliner had recently become the leading selling work truck brand in North America. It was the first time that a commercial truck company had held the leadership position in both categories. Eric Mower + Associates was tasked with creating a program that would carve out a leadership position for Freightliner in the work truck segment, energize dealers and recognize vocational truck buyers in a range of segments, from concrete mixers to snow plows and pickup/delivery trucks to ambulances.

Freightliner Trucks Hardest Working Cities came to life as a fully integrated campaign: event activation, earned media, social channels, print and digital advertising, dealer outreach and trade show promotion. Freightliner Trucks Hardest Working Cities recognizes the role vocational trucks, and the men and women who operate them, play in stimulating economies across the United States and Canada. As part of the campaign, Freightliner Trucks hosted events in each honored city to salute local workers, businesses, economic development officials and government leaders. Research found a correlation between the growth in Freightliner Vocational Truck sales and the rebound taking place in the economy following the financial crisis. 

After analyzing more than 400 metropolitan census areas in the U.S. and Canada based on 11 different criteria ranging from impact on overall gross domestic product to growth in employment to the number of jobs in key industry sectors including construction, manufacturing and logistics a number of cities were identified as leading the way out of the great recession. This on-going program has brought engaging "ride'n drive" events in 10 cities across the U.S. and Canada, boosting dealer results and customer satisfaction.

Allan Haggai
Marketing Communications Manager
Freightliner Vocational Trucks

Rick Lyke
Senior Vice President, Managing Director
Eric Mower + Associates

Dania McQuay
Senior Account Supervisor
Eric Mower + Associates

SESSION 2 - Three Ways to Fast-Forward Your Content Marketing

To fast-forward your success in content marketing, intensify your strategic focus. In this presentation, you’ll learn to:

1. Create a written content mission statement with a simple template.
2. Increase your odds of content marketing success by up to 4 times with a 1-Page Content Marketing Strategy.
3. Capture and analyze buyers’ questions, so you can create the content that best answers those questions.

George Stenitzer
Founder and Chief Content Officer
Crystal Clear Communications

SESSION 3 - Trane:  Positioning a Century-old Brand to be Relevant Now and in the Future.

Trane, a business of Ingersoll Rand, has a history of innovations that goes back over one hundred years, from the invention of the convector radiator, through the development of centrifugal chillers, to the implementation of connected buildings.  Trane has the unique opportunity to leverage our century of experience to help building owners embrace the new digital era to unleash the building’s full potential and that of the people inside.

Our brand has been strongly associated with reliable equipment.  Our value proposition and offer set has evolved – and, now we must re-position our brand while building on what’s made us successful for one hundred years.  A huge marketing opportunity….and, a huge marketing challenge.

Join Trane's Holly Paeper to learn how her team tackled this challenge to position the venerable B2B brand to prepare for the growth opportunities of the future.

Holly Paeper
VP of Trane Marketing
Ingersoll Rand