Case Study

Motion Industries

Turning a Government Mandate into a Profitable Leadership Opportunity
The Challenge
The Energy Independence Security Act (EISA) dropped a bombshell — all electric motors manufactured had to meet new premium-efficiency energy mandates. Motion Industries, a leading national motor distributor, along with US Motors & ABB Baldor, were determined to turn the mandate into an opportunity to take a leadership position in the marketplace.
With government mandates on the horizon, these industry leaders came to INDUSTRIAL with the goal of educating potential customers on how motor upgrades could benefit their bottom line.
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Solution
Combining digital advertising with dynamically generated content, INDUSTRIAL developed a campaign to directly engage end users searching for non-premium efficiency motor replacements. We delivered personalized content that compared their non-premium motor to its premium-efficient replacement and showed the long-term energy savings gained by upgrading.
Any time an end-user searched for a non-premium motor, it triggered a series of digital ads that invited the user to learn more about a premium-efficiency alternative.
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Results
80,000+
higher profit, premium-efficient motor upgrades and replacements sold as a result of this campaign
INDUSTRIAL does a great job understanding not only your digital marketing objectives, but your overall business.
Randy Breaux, Senior VP — Motion Industries
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