The Straight Story


Hofmann geodyna Collateral 

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, 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.

– Client feedback: “Best marketing-support materials generated for the Hofmann brand in 20 years.”

In order to give the sales team a tool that was engaging, informative and flexible enough for use online and at tradeshow venues, a geodyna focused video was created with CAD files and animation. As you follow the life of a wheel in the video, you learn that the best tool to get it back on the road is a Hofmann geodyna Wheel Balancer.

Because it’s often difficult to choose which wheel balancer is right for a specific customer, the sales team needed materials that helped segment the product line and identify the correct model. The first step to this process was creating a full-line brochure that categorized the various balancers and provided overviews of their features and benefits.

Once a member of the sales team was able to pinpoint which product, or products, were right for the customer, sell sheets were used to inform them of the exact specifications. Each product got its own piece, enabling all the details to be covered.

Corresponding print ads were also developed to help drive demand from the market. Publications were chosen based on demographics, specifically to shop owners and equipment managers who would be making the purchasing decisions in the shop.