Marketing Campaign: Logistics EV Van

An integrated marketing communications campaign.

The Results

6

EV Van Orders

9,270

Reach

$780,000

Revenue

Background

ADOMANI, a publicly traded (ADOM) supplier of all-electric commercial logistic vans and trucks, had an inventory of electric logistic vans they needed to move (sale) to bring in additional electric truck inventory.

The sales team was already traversing the country, showcasing the all-electric logistics van. However, the cost to send salespeople into the field and transport the demo van across the country would outpace the ROI.

The team needed a better marketing strategy to reach their target audience that did not cost more than the potential profits earned.

Process and Strategy

Defining a New Target Audience and Customer

We already knew our target demographic for our top-selling segment, electric school buses. After all, ADOMANI helped pioneer the all-electric drivetrain for Blue Bird School buses

While school districts use vans to transport students, food, and equipment, we were looking to expand our market segment into other industries while still marketing commercial EV vans to our base market segment. Plus, we had an established relationship with transportation directors, and the purchase of new all-electric logistic vans still required board approval which had a long sales cycle.

Thus, we needed to identify a new customer segment willing to pay the higher premium for an all-electric logistics van over the counterpart, an internal combustion engine van, at a fraction of the cost.

Developing the Marketing Strategy

A look at my slide deck from the integrated marketing communications strategy:

Sample slide deck for EV van marketing implementation campaign

Phase 1: Competitor and Customer Research

Phase 2: Marketing Communications and Growth Strategy Development

Phase 3: Tactical Marketing Implementation

Phase 4: Measure and Reporting

Phase 5: Optimization

Phase 1: Competitor and Customer Research

Because I was moving outside of our core target audience, I implemented a team meeting to brainstorm likely markets for the all-electric logistics van. Due to our electric logistic van’s payload capacity and ability to transport products up to 130 miles on a single charge, we narrowed the new target market down to a few final selections that did not require long hauling. Further research conducted by me into the industry data and growth potential yielded the last-mile delivery market. This market was booming at the time, and COVID-19 continued to fuel its growth because online deliveries were increasing due to stay-at-home orders. Last-mile carriers were growing in numbers, while class 8 long-haul interstate logistic trucks were decreasing.

Three factors helped push us toward the new last-mile market segmentation. They included data that supported the higher percentage of trucks compared to other vehicles in the sector. Also, data showed that consumers were the most significant consumption of logistics and that we were already marketing heavily in three states with EV funding programs: California, New York, and Florida.

Some Data Supporting Our Last-Mile Market Entrance Decision