76 LUBRICANTS

76 Lubricants is one of the most respected commercial/ industrial lubricants brands in the market.  The product line serves a variety of industries including transportation, timber, agriculture, construction and mining.

Challenges:

• Lack of exposure for the brand within targeted trade media
• Brand perceived as a second tier lubricants brand
• Internal communications for the brand was non-existent resulting in employees feeling out of the loop and disenchanted
• Marketers were disconnected from the brand

Strategy:

• Launched an aggressive media relations campaign incorporating press releases, bylined articles, expert positioning and customer testimonials
• Made it a priority to regularly communicate brand and product strengths to the targeted trade media
• Created and implemented an internal communications program designed to educate employees regarding where the brand was headed, enhance camaraderie and reinforce the strategies in place to ensure the brand was continuing to advance within the industry
• Developed and implemented aggressive, education-focused marketing programs that the Marketers could rally behind and use to impact sales of 76 products, including quarterly promotions campaigns and a more informative and impactful annual Marketers Conference

Results:

• Media relations campaign in just 6 month’s time resulted in over 2 million gross impressions and over $200,000 in ad value in targeted trade media
• Premier product was selected as a Lubricants Product of the Year in top trade journal, Lubricant’s World
• Internal communications strategy culminated into a variety of successful programs which worked to engage employees, including:
  • Internal email monthly newsletter “On the Ball” which offered recognition to employees for a job well done, informed employees of brand marketing activities, highlighted education programs and made employees feel they had a good understanding of where the brand was headed
  • Monthly Brown Bag lunches with top management allowing employees the opportunity to ask questions and gather information directly from top brass
  • Quarterly events such as a company-wide barbeque including top management “grilling” for the employees, a garage sale of 76-branded promotional items with proceeds going to a local children’s charity and team building games
• Quarterly promotions campaign was enhanced to include educational CDs for the Marketer to use internally or to present to end user customers, upgraded sell sheets highlighting benefits of all 76 products and unique and valuable promotional items
• Survey responses following annual Marketer’s Conference noted substantial satisfaction in program content with over 90% of all Marketers ranking presentations excellent or above average

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