Client: Jackson Systems
The Backstory: Zoning Potential
Jackson Systems is an Indianapolis-based, direct-to-contractor manufacturer and distributor. Since its opening in 1997, Jackson Systems has grown into a $10 million company with more than 20 employees. The company offers zone control products, which in the HVAC world tools that control the temperature of different zones of your home for more efficiency and comfort. Previously, for contractors to install zone control, they would have to rip out dry wall, run wires and then clean up the resulting, dusty mess. To eliminate those three time-consuming, costly steps, Jackson Systems has manufactured and launched wireless zoning.
Silver Square Action: A Cash Cow Is Born
The wireless systems are a win-win for everyone. Contractors love them because they can sell more systems and install them more quickly, while customers love the reduced labor costs and faster installations. In other words, the product was a certifiable “Cash Cow” and a big opportunity for Jackson Systems.
We built an entire branded campaign around the sale of these wireless products to contractors. Based on the Jackson System’s customer, we decided humor would help sell these products while marketing tools for the customers to sell the wireless systems to their clients could sweeten the pot. With a cow costume and a CEO willing to spend a little time in front of the camera as the face of his company, we produced a hilarious video telling the story of life before and after having a Cash Cow. An associated landing page linked to the Jackson Systems’ website provided contractors with selling tools and product information. We kept the energy up with Cash Cow coverage on the company’s blog and social media channels.
The campaign’s timing corresponded with a major HAVC trade show offering opportunities to talk to potential customers. At the show, we caught people’s attention with the costumed Cash Cow and a money-grab machine filled with real money and Cash Cow bucks. Interested customers were directed to the campaign’s landing page, where we collected real leads that led to new business for Jackson Systems. The campaign also provided consistency in their marketing and led to the doubling of Facebook fans. The Cash Cow’s role continues to expand in Jackson Systems’ overall marketing efforts.
