FROM THE GROUND UP
Snap-on Tools
The Goal
From top to bottom, Snap-on® tool storage is engineered and manufactured better than the competition. But demonstrating the superior build quality is virtually impossible without a factory tour. To make matters more challenging, Snap-on Franchisees’ mobile floor space on the van doesn’t allow adequate room for displaying numerous roll cabs or demonstrating their full advantage. We needed to find an easily accessible, credible and engaging way to illustrate these points.
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LAYING THE FOUNDATION
We chose to feature a top-of-the-line EPIQ™ Series model to showcase the innovative features and superior materials that make Snap-on roll cabs hands down the industry’s best-designed, best-built and most coveted. We utilized CAD-based imagery that allowed us to show exploded views that would never be possible with an actual, hands-on roll cab.
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SHORT AND VERY SWEET
Photo-realistic animation and graphic callouts helped tell the quality story at a glance without over-monopolizing the valuable time of busy automotive technicians. Intentionally avoiding audio narration made the video ideal for multiple selling environments, including showings on Snap-on Franchisee vans, specialty vehicles and social media channels.
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EPIQ RESULTS
The “From The Ground Up” video not only continues to help Franchisees close the deal with customers in the market for a new roll cab, it plants a fertile seed for future sales. In fact, it’s helped contribute to a year-over-year sales increase in a COVID-impacted environment. That’s our idea of successful marketing from the ground up.