Page 118 - Visual Marketing
P. 118

45. A Campaign That Really Knocks Your Socks Off: Appealing
    to Customers’ Comfort Evokes Emotion and Differentiates a
    Commodity Business

             The Lorden oil com-
                                                                                           pany found a way to
                                                                                           get a leg up on the
                                                                                   competition with its Knock
                              Off Your Socks visual promotion. Images of extremely colorful socks
                              in loud patterns adorn the company’s oil trucks in an integrated
                              campaign that featured print advertising, direct mail, telesales, and
                              e-mail marketing promotions. As a family-owned and -operated
                              business, Lorden has been delivering heating oil to homes in north
                              central Massachusetts and southern New Hampshire for more than
                              70 years. Since consumers have low interest in changing their home
                              heating provider, Todd Baird, vice president of strategy for Phillips
                              Design Group, says he knew his company had to find the emotional
                              connection to compel people to switch.

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