Double the Life of Your Steer Tires

We believe creativity has the power to transform the way people connect, experience, and learn. For MD Alignment, this meant shifting the perception of truck alignment from a routine expense to a game-changing advantage. Despite their industry expertise and innovative solutions, they remained the best-kept secret in the alignment space. Our goal was to help them break through the noise, energize their brand, and increase their sales.

Client
  • MD Alignment
Service
  • Video

Challenge

MD Alignment’s QCT system was more precise and cost-effective than its competitors, but it faced two major hurdles: perception and complexity.

  • Perception: Because it wasn’t computerized and because of its lower price-tag, many assumed it was outdated or inferior to higher-priced alternatives.
  • Complexity: The system required basic mathematical training to use effectively, making it harder to communicate its full value at a glance.

The challenge wasn’t just about creating awareness—it was about reshaping the way customers experienced the brand and understood its value.

Solution

Applied Art & Technology supported MD Alignment in articulating their value proposition. We then developed a humorous, visually engaging sales tool to showcase their value proposition to their prospects.

  • Approach: Combined lighthearted storytelling (e.g., ‘80s nostalgia and playful skits) with technical insights to make the messaging accessible.
  • Showcase: Highlighted the QCT alignment system's advantages by emphasizing efficiency, precision, and cost-effectiveness.
  • Engagement: Balanced humor with practical benefits, ensuring the video resonated with both technical and non-technical audiences.
  • Specialized: A series of videos were created to align with the individual sales target territories.

Results

  • Increased Awareness: The video reached the intended sales target territories, effectively communicating MD Alignment’s brand and technical expertise and leading to an increase in sales conversations.
  • Customer Engagement: Potential customers found the messaging relatable and memorable, sparking inquiries about the QCT system.
  • Brand Positioning: MD Alignment reinforced its role as a trusted leader in the alignment space, appealing to both small operators and large-scale fleets.

Key Learnings

  • Humor Enhances Engagement: Injecting humor into technical content made the message relatable, memorable and shareable.
  • Talent Over People: Tailoring messaging to bridge the gap between technical details and customer benefits can effectively simplify a complex message.
  • Targeted Storytelling Works: Adding one specifically to the sales tool piece, adjusting for 12 different territories