Parker Hannifin saw an opportunity to expand in one of its retail segments, the HOSE DOCTORS® network—a group of independently owned, mobile service technicians that only sell and service Parker hose assemblies. Parker decided to change that business model by allowing HOSE DOCTORS to diversify their service offerings with other outside contracts, and conversely, allowing other mobile contractors to add Parker hose assemblies to their current businesses. This expanded licensing program was a new and exciting effort, but Parker just needed a way to spread the news. “The Year of the HOSE DOCTOR” campaign gave Parker a memorable way to mark the first year that HOSE DOCTORS could branch out beyond the hose replacement business and distribute the information to existing technicians with referral incentives. To support this new business model, recruitment materials were created to spread the word. The existing HOSE DOCTOR logo featured an image of a tiger and since the campaign was launched during the Chinese zodiac’s Year of the Tiger, we chose a Chinese take-out theme to reinforce the existing branding and the mobile nature of the business. The existing HOSE DOCTORS technician force was reinvigorated by their expanded service abilities and options, and the new technician recruitment goal of 16 was promptly exceeded with the addition of 48 new technicians from this single campaign. Approximately 200 kits were distributed, making for a nearly 25% response rate.
Project Components:
- Custom branded Chinese take-out box with take-out “menu”
- Custom USB drive loaded with reference materials and supporting documents
- Branded lanyard
- P.F. Changs gift card
- Fortune cookies with custom HOSE DOCTOR-themed fortunes
Jennifer Juan 