GEODYNA WHEEL BALANCERS
Hofmann
Brand BuildingSales Channel Support
The Goal
To introduce a newly redefined line of wheel balancers from one of the industry’s long-time European leaders, we were tasked with creating a campaign that would not only engage customers but also foster brand loyalty and get them to buy into the product line. The launch needed to highlight key market differentiators of precision, increased productivity and ease of use. The “Shortest Distance to a Straighter Line” concept was a natural fit, and resonated with customers big time. With an integrated system of print ads, sell sheets, full-line brochures and videos (all translated for various European markets), the client’s sales team was prepared at every phase of the buying process. The result? Straight-up success.
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Simplifying the Complex
With eleven wheel balancers in the product line, Hofmann® needed a collateral system that helped avoid confusion among customers and sales staff alike. Rather than a “kitchen sink” catalog, we created a two-tired approach, with a brief, full-line brochure serving as an introduction to Geodyna categories and benefits. From there, individual color-coded sell sheets offered a deep dive into features and specs of each wheel balancer, ensuring product confusion was kept to a minimum.
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Ads Around the World
Print ads were also developed to drive market demand from shop owners and equipment managers, as well as pique the interest of technicians who would use the product every day. Like the video and collateral system, print ads were translated into multiple languages and placed into corresponding publications to reach Hofmann’s audience across multiple markets.
