JohnDow Industries (JDI) is rolling out an aggressive brand and product awareness campaign during 2008 utilizing numerous communication channels -- including a partnership with NASCAR racing.
The campaign is the result of company research that found, “Those who know us, like us a lot, but there is not enough industry knowledge on all levels concerning JDI and its product lines," says Mark Pfleeger, JDI's vice president – sales. "JDI is a very successful, well-run organization, but the brand needs to be created, communicated and understood.”
JDI, headquartered in Barberton, Ohio, has been a part of the automotive aftermarket for nearly 30 years. Joe Dease, president, says, “Our fundamental objective is to supply our customers with professional, quality products that provide solutions to their automotive service needs.”
The research told JDI management that sizable growth potential exists for the company, achievable through targeted exposure and communications. JDI has five product lines:
* Fuel Chief -- Portable fuel and handling.
* Crew Chief -- Used oil and fluid handling.
* John Dow -- Automotive service equipment.
* Shop RX -- Automotive service supplies.
* EuroVent -- Vehicle exhaust extraction.
The new campaign will define each product line, distinguish the applicable products and promote product functions.
JDI's NASCAR partnership includes sponsorship of the #49 NASCAR Sprint
Cup Series Team for the 2008 season. Dease says that “the relationship is truly exciting and fits perfectly into our marketing plans for 2008.” The company will use a campaign theme of “Our Crew Stands Behind You.”
Pfleeger says, “The NASCAR opportunity became available to us and appeared to be a perfect vehicle to help us reach our customers and provide support to our reps in the field.”
JDI worked with BAM Racing, a leading Sprint Cup race team, to create the partnership. BAM Racing is in its seventh season in the “main” NASCAR series with drivers Kenny Schrader and John Andretti.
A weekly update on the team’s progress will be available on the www.johndow.com Web site.
In addition to the NASCAR partnership, communication vehicles being used to promote the campaign include public relations, an aggressive advertising campaign, all-new product literature, Web site exposure, an e-mail newsletter, an aggressive trade show schedule, end user awareness and much more.
Dease reports, “All members of the JDI family are excited about this aggressive effort, and everyone associated with the organization will benefit from it.”
