Innovation Blog

What’s the BIG IDEA?

How do you get value out of a video-based marketing program?

One idea: Create a cohesive marketing strategy that stretches beyond the screen.

Case study: Our friends at Hennessy Industries were looking for a way to expand their presence with an awards program with our Tire Review brand.  As a sponsor of the awards program, Hennessy provides the winners a piece of equipment such as tire changer or wheel balancer.  It’s a great prize and helps push dealers to enter this national contest. 

To build more equity in the program, Hennessy partnered with the Tire Review team on a print ad and video program to include current and past winners.

The print ad campaign features past winners providing testimonials on the equipment and an endorsement of the value of entering the contest.  It brands the company with an industry leading awards program; provides a unique opportunity to leverage past winners as spokesmen or spokeswomen for the company; and reinforces Hennessy’s connection and commitment to the industry. 

The video program takes this a step further.  When the winner receives the new equipment, a Babcox video team will be on site for the delivery, installation and demonstration of the equipment. Hennessy can now use the video for training purposes; to explain features and benefits of the equipment; and can use Tire Review to distribute the video to audiences who may be interested in this type of equipment.  You can check out an example of a BIG produced custom video HERE.

Custom video is just one service offered by the Babcox Innovation Group.  Contact your sales representative to schedule a call to discuss our video services. 

Randy Loeser
Group Publisher

Randy Loeser joined Babcox Media in 2013 as publisher of Tire Review and was later given additional responsibilities as the Director of Digital Media and Group Publisher of Engine Builder. In 2018, Randy transitioned into the role of Group Publisher of Content Services to provide creative and custom content solutions to our clients. Randy has worked for several national business-to-business publishers in a variety of roles, including publisher, business development, marketing and internet products management. Randy is a 1995 graduate of John Carroll University.

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