Ram Offers Small-Business Owners a Sweet Deal
November 10, 2016
From fixing leaky pipes to grooming Fido, delivering fresh flowers or piping hot pizza, life for small-business owners is increasingly more demanding, more diverse and more dependent on having the right tools than ever before.
That’s why the Ram Commercial is celebrating Commercial Truck & Van Season from now through the end of the year with a marketing campaign that includes a series of videos called Ram On Demand. Each video introduces us to an actual small-business owner who was surprised with their choice of either a Ram ProMaster or ProMaster City to use in their daily business operations for one full day.
“Ram Commercial vehicles are purpose-built to get the job done,” said Mike Manley, Head of Ram Brand, FCA – Global. “While running the day-to-day business and making every minute count are the primary focuses of most small businesses, we wanted to demonstrate how the capability, versatility, ride and handling, fuel efficiency and cargo capacity of our Ram ProMaster and ProMaster City vans can help drive a company’s efficiency in a very smart way.”
“Ram on Demand” Test Drives
“Ram On Demand” puts a new twist on the idea of a traditional test drive. Ram Commercial delivered Ram ProMaster and ProMaster City vans to small-business owners in Los Angeles and New York City, specifically to owners who are operating old work vehicles and who have never seriously considered the idea of a modern work van. The vans were customized with upfits based on the business’ usages and then provided for the day to put through the test of normal business operations and routines. The resulting videos capture the real “surprise and delight” reactions while engaging with the vans.
“Ram on Demand” kicks off with a 60-second overview video followed by two videos each of businesses experiencing the Ram ProMaster and Ram ProMaster City. Veestro, a Los Angeles-based food delivery company, and Andrew’s Honey, a New York City beekeeper and honey retailer, are featured in the first two “Ram on Demand” videos. Additional videos will join the first two on YouTube and the Ram Commercial website, as well as the brand’s Facebook and LinkedIn sites.
Customer Profile Videos
Different than the “Ram on Demand” full-day test drives, Ram Commercial’s documentary-style customer profile videos showcase the daily use of Ram ProMaster and ProMaster City vans by various businesses that currently own Ram vans and how the versatility, ride and handling, fuel efficiency and cargo capacity help drive each company’s efficiency. Environmental Painting Alternatives of Orlando, Florida, a commercial and residential painting company with Ram ProMaster and Ram ProMaster City vans, is featured in one video currently on the Ram Commercial YouTube channel and the Toledo, Ohio, Ecoshine Mobile Auto Detailing company that exclusively uses a ProMaster van is featured in another. Additional customer profile videos will be added to the brand’s website and YouTube channel.
“In this campaign, Ram Commercial has created visually compelling executions that stand out from the ‘status quo’ in what traditionally is a functional communication category,” said Olivier Francois, Chief Marketing Officer, FCA – Global. “The strategy of showcasing the stories of real life customers using our vehicles and talking about how our Ram ProMaster and ProMaster City vans work for them is a message that is sure to resonate with small-business owners.”
Ram ProMaster City: 2017 Commercial Green Car of the Year™
Green Car Journal has named the Ram ProMaster City its 2017 Commercial Green Car of the Year for the second consecutive year — the first time a vehicle has won one of the magazine’s titles consecutively.
“The Ram ProMaster City delivers exactly what small businesses, tradesmen and fleets need with its class-leading fuel efficiency, ease of carrying and loading cargo and maneuverability in an urban environment,” said Ron Cogan, editor and publisher of Green Car Journal and GreenCarJournal.com. “Higher efficiency means less fuel use, lower operating costs and lower carbon emissions, important attributes for fleets that wish to operate vehicles with lower environmental impact.”