Listen to Jim! Blue collar workers in the construction industry will be hearing this a lot this fall as Bradley Advertising has just launched a full marketing campaign for local equipment company Project Equipment Ltd.
Project Equipment Ltd. quietly broke into the market 10 months ago and have been busy securing their product lines and building inventory. Over the last 10 months, Bradley Advertising and Project Equipment Ltd. have been working together on building their brand – including web and online material, vehicle fleet branding, clothing and promotional pieces as well as all the sales kits, stationery and signage. With everything in place, it was time to introduce Project Equipment Ltd. to the industry as legitimate players in the market.
Bradley Advertising, along with senior writer Bernie Kruchak, created a full marketing campaign that features weekly print ads, trade publication ads, radio advertising, newspaper advertising, mass email marketing, social media marketing, web advertising and outdoor advertising. All these tactics are strategically branded and tied together with a campaign focused on a loyal Project Equipment Ltd. customer – Jim.
Jim is portrayed as a straight shooter, a no BS construction worker who only uses the best machines on the market. Each ad, print and radio, is opened with the headline “Listen to Jim” and is coined with a quote from Jim about how superior his machine is. Bradley Advertising is introducing Jim to the local market and tasking him with the duty of introducing 4 exclusive equipment lines to Manitoba – Yanmar, Manitou, Mustang and Ramrod.
“There is a huge amount of positive feedback in the industry about these 4 product lines, and it is our job to let equipment users know they are here,” stated agency creative director Steven Bradley. “If the campaign can get people to the dealership and jump in the driver’s seat of one of these machines, we’ve done our job – the quality of the machine will complete the sale.”
Equipment has already begun to roll off the lot and it appears this concept will effectivly speak to the target. “It was important that whatever message we created was believable to the audience. We thought the best way to boast about the product was to have it coming from a fellow blue collar construction worker,” mentioned Steven.
As the brand continues to build, and acceptance of the new product lines eat into the market, they expect competitors to step up their marketing game. Bradley Advertising will continue to monitor the results of the “Listen to Jim” campaign and be ready to roll with the punches.
