Aero Industries—a national manufacturer and distributor of tarp systems and trailer accessories—is a leader in its industry, holding more than 75 patents. That seems to be the magic number for the company, as it’s been around for almost 75 years. For 15 of those years, Willow served as Aero’s marketing partners, supporting the sales team with advertising, online marketing, product catalog and sales collateral, as well as trade show marketing services.
It’s the age-old question: how do you make truck tarps sexy? Or maybe it’s not that age-old. But for Aero, the answer is vital. How do you take a niche product that has a limited customer base made up of consumers who know the ins and outs of the industry, and set yourself apart from the competitors? With our help, Aero launched a campaign that included a catalog, print and digital ads, product brochures, truck graphics and more—all with a focus on why they do why they do.
In business, we talk a lot about the “Golden Circle”—the what, how and —you guessed it—why. Because Aero is a company that gets it, we put together a campaign that spoke to their “Great Why.” We utilized copy that appealed to Aero’s key demographics, and explained that the company is about much more than what they do (product innovation, manufacturing and selling tarps and truck accessories)—it’s about why they do it (to provide better, stronger more reliable products to drivers and fleet-owners so they can be more efficient and effective).