Capturing that “FryDay Feeling” to create personalized connections 

Challenge

Henny Penny wanted to get their foot in the door. Or, rather, they wanted to get their target accounts’ and prospects’ feet in their headquarters’ doors. A visit to their facilities is an essential step in the sales process  . The Henny Penny commitment to customer experience is inimitable and magnetic. But showing that commitment takes a connection. So they needed a way to initiate new conversations with target accounts and encourage prospects to schedule visits. 

Solution

We completed interviews to uncover the personal feelings behind customers’ need for a well-engineered, high-performing fryer. Capturing that emotion, along with the most popular identified benefits, oil savings and service, fueled our creative platform for Henny Penny’s ABM program. 

Ads drove target accounts and company-specific decision makers to landing pages featuring comparative oil savings information or downtime statistics, personalized for that  customer. Each page’s responsive design, integrated with Henny Penny’s marketing automation system, served target accounts content, video, and calls-to-action, making it as easy as possible to connect with Henny Penny.

With the nurture stream, custom landing pages showcasing the customer’s brand and personalized content were created to provide additional value, encourage engagement, and build confidence. These landing pages also equipped Henny Penny’s sales team with the proper tools to provide their leads with unique, individualized content specific to their business, before initiating conversations with them.