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  • Thermo King Eastern Canada (TKEC) is the largest independent transport refrigeration and heating company in Eastern Canada, providing superior quality transport refrigeration and heating equipment sales, servicing and parts.

 

Adbrane was engaged by TKEC to help better define the brand strategy in the face of increasing competition within the category. As part of the strategy exercise, Adbrane performed a marketing audit to assess what has been working for the brand and what hasn’t. Thorough market research was also undertaken to assess how to effectively articulate TKEC’s value proposition. A comprehensive brand marketing strategy, including channel strategies and a new corporate website was designed, developed and rolled out by Adbrane, driving increased interactions between customers and the TKEC sales team to support new and incremental lead generation.

 

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Results

Adbrane fulfilled the objective of increased customer interactions with increased website traffic and phone call inquiries. Year-over-year KPIs in 2014/15 showed Adbrane increased digital interactions through Organic Search (+19% or over 2,000 hits), Direct ads (+78% or 2,200 hits), Referrals (+146% or more than 2,270 hits), and Social Media engagement (+108% increase in interactions). Almost 200 phone inquires to the sales department were generated from the new ads and website. The average call with a sales representative was 2.5 minutes in length.

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