The Power to Attract More Customers

Eaton is a global technology leader in power management, with solutions designed to be more reliable, efficient, safe, and sustainable. For this program, Eaton needed to connect with an often-too-busy audience: RV park and marina owners and operators. The goal was to build awareness for Eaton’s temporary power solutions and drive prospects to engage with Eaton for a consultation, in a category where operators are focused on getting sites ready and have limited time to field sales outreach.

Our POV was that the best way to earn attention was to align with what matters to the audience, not just what matters to the product. RV and marina operators live and work in the outdoors, so we looked for a tangible way to connect through that shared context, then give them an easy path to learn more on their own schedule.

We built a dimensional direct mail experience centred on a fishing lure that doubled as an Eaton-branded USB keychain. The lure acted as a high-relevance “prop” that immediately signalled, this is for you, and created a reason to open and explore. Once plugged in, the USB drove recipients to a microsite packed with practical content about temporary power solutions for outdoor sites, including brochures and thought leadership resources, supported by a clear call-to-action to contact an Eaton sales associate.

The experience was designed to respect how small business owners buy. Operators often complete most of their research before contacting sales, so the role of the direct mail was to educate first, build confidence, and then prompt a conversation when they were ready. The landing experience also helped tailor relevance by allowing recipients to self-identify as a marina operator or RV property operator, then see benefits and content specific to their site type.

Results