Nitrofill needed to gain national recognition among automotive service industry decision makers for its newly introduced equipment and process designed to simplify inflating auto and truck tires with nitrogen. While the company enjoyed patent protection for its superior equipment, it was necessary for installations to quickly reach a critical mass across a broad spectrum of automotive professionals including car dealerships, tire and auto repair shops, and quick service locations to move ahead of the competition.
Ambit designed a business-to-business media campaign focused on reaching a wide variety of vertical market industry audiences initially focusing on the dealer network.
Story pitches were developed with messages of interest to each publication's readers including profit-building strategies, increased customer loyalty and decreased warranty claims, and the total service package emphasizing the superiority of NitroFill's approach. Direct contact was made with editors and writers to pitch the story supplying dealer testimonials, photographs and technical information regarding NitroFill's ongoing product and service training.
Once initial stories began to appear addressing the dealer network, Ambit broadened its reach into other audiences that could utilize the cost-reducing benefits of NitroFill's equipment and process. Targets included niche industry publications serving auto rental companies, business and government fleet owners, and special interests such as auto racing.
NitroFill is growing at a pace exceeding its original expectations. In many of its markets, it is on equal footing with the large, multi-national conglomerates that originally beat NitroFill to the market.
As a direct result of a prominently placed editorial, the company recently signed a deal with Ford Direct, a division of the Ford Motor Company providing NitroFill access to more than 5,000 Ford dealerships across America.