The Marketing Squad is a marketing agency specializing in digital marketing strategies, website design, and content creation all with a focus on inbound lead generation.
Aegis Sortation
Services Provided: Ongoing Digital MarketingPhotography & VideoTradeshow MarketingWeb Design & Development
The Challenge
When Aegis Sortation came to The Squad, they had just finished the first prototype of their advanced sortation system and needed to begin highlighting the capabilities of their technology to their industry.
They did not previously have branded marketing or sales material, and therefore we were starting fresh. Aegis’ first priority was a website. They needed a digital presence that showcased the specifications of their sortation capabilities and their expertise in the material handling and supply chain industries.
Once their website was developed, Aegis also needed support for the annual tradeshow that they showcase at, including pre-awareness before the show, tradeshow booth design, collateral design, and post-show follow-up.
Aegis also needed ongoing digital marketing to keep their website updated with relevant, industry-specific content, build and maintain their social media channels, provide regular photography and videography support for new products, and strategize campaigns around their tradeshow attendance.
Ongoing Digital Marketing
When we began our ongoing digital marketing program with Aegis, we began by focusing on establishing their channels for communication with their target audience, including social media and email. We also strategized the lead generation funnel and identified opportunities for content offers and campaigns.
The team at Aegis has years of experience in equipment manufacturing, engineering, and the Department of Defense, and we wanted to showcase this expertise in their content marketing.
Additionally, Aegis is a member of the MHI association, which presents unique opportunities for advertising and content marketing through the organization. We not only help optimize and update Aegis’ MHI profile, but we also maintain communication with MHI representatives regarding strategic marketing opportunities.
Photography & Video
Photography and video are key to showcasing Aegis’ products on their website, in their marketing and sales collateral, and at tradeshow events.
Aegis maintains a commitment to innovation, therefore, as they improve and develop their products it is crucial that we maintain updated photography and video.
Photography
Our first goal was to capture photos to highlight the different aspects of Aegis’ product. To showcase their specialty design, certain pieces were photographed individually, such as the aluminum extrusions and smart shoes.
Within the conveyor, there are many small and intricate parts, which we drew attention to with close-up shots.
Aegis’ branding is clean and modern and we wanted to reflect that look and feel in their product photography. To do this, we edited the photos to be bright and clear, with special attention to the color balance to keep in line with the monochrome brand. For the most part, the photos are almost black and white with the exception of a light teal that can be found in the shadows and lowlights of the photos. The teal is intended to draw back to the Aegis logo.
Videography
Our first video initiative was to produce a hero video for Aegis’ website that highlights their sorter. Their prototype conveyor was built in Cave City Kentucky, about an hour south of Louisville. Two members of The Squad’s team drove south for the day to capture the conveyor belt in action.
The hero video was designed to show potential customers how the sorter operated and how the individual parts functioned.
As Aegis’ needs have expanded, The Squad has shot and edited the footage to show how easy their product is to install and maintain. We have also created videos for tradeshow displays and produced clips for Aegis to utilize in their sales presentations and emails.
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Tradeshow Marketing
Each year Aegis attends the largest tradeshow in their industry, which attracts nearly 50,000 visitors and draws material handling and supply chain companies from across the globe.
We designed Aegis’ booth to showcase their sorter front and center. The backdrop of their display highlights details of their conveyor and is illuminated to draw attention to their booth. We also designed a standing tower to show more images and share the specifications of their technology. The tower also displays Aegis’ logo at the top on all four sides and is illuminated to make their booth visible from the tradeshow floor.
We also produced videos that loop on screens within their booth to show their sorter in action.
Prior to the most recent tradeshow, we strategized and implemented a campaign targeted at raising awareness of Aegis’ brand and expertise and generating appointments during the show. The campaign included digital ads, content marketing through MHI, creation of a downloadable content offer, and follow-up emails leading up to the show.
Post-show, we sent tailored follow-up messages to the leads Aegis collected during the tradeshow.
Web Design
Aegis wanted a clean, modern website to showcase their products and expertise. We began their website project by outlining a simple, easy to navigate user flow that put their products front and center and led the user to dive deeper into the details of Aegis’ technology.
For the design of Aegis’ website, we took an industrious, monochromatic approach to reflect their branding while maintaining a professional look and feel.
Throughout the site, we wanted to highlight the key benefits of their technology, which are neatly summarized in their tagline, “More volume. Less downtime. Better by design.” Their homepage features different sections to highlight the specifications of their technology, how companies can benefit from their products, and the approach Aegis takes to their work. The navigation of the site leads visitors to a more detailed product page that dissects Aegis’ technology and shares videos and spec sheets for each element.
The ultimate goal of Aegis’ website is to convert visitors into leads by inviting them to “Schedule a meeting” to learn more about how Aegis’ technology can impact their operations.
