Tributaries, a supplier of high end audio/video wire and cable, needed a way to stand out in a crowded market. We more than happy to help with that.

Sometimes, the biggest idea comes in the smallest package. And that’s exactly what happened with Tributaries Cable, a manufacturer and distributor of audio and video cable and power products. Their latest product offering featured a smaller, easy-to-use alternative for their target market of AV installers. To coincide with a major industry tradeshow, Tributaries wanted to create some serious buzz on a budget. The collaborative solution:  put the marketing dollars into a different kind of “vehicle” – a Mini Cooper S Clubman – and build excitement around a giveaway sweepstakes for the car. The analogy was perfect: the small, efficient yet powerful Mini Cooper was the ideal metaphor for the elegant design of their new product. In addition, the target demographic fit with the style of the Mini – evoking a young, fresh, urban attitude.

While cable may not be the “coolest” product on the planet, a dynamic marketing program can work to reposition the status quo. Taking a page from the popular street racing subculture, DaynerHall developed slick graphics for the car (see images at left) that screamed “acceleration,” energizing a new culture for a seasoned industry player. This was especially critical given their target audience of distributors and AV installers. Once the images had been wrapped around the vehicle, the DaynerHall team art directed a photo shoot featuring Tributaries CEO Joe Perfito. This combination of a well-known, experienced leadership authority with an aggressive, next-generation theme provided an interesting dichotomy, and injected a dose of credibility and trust into the message. The result: a series of images glowing with character and personality – which became the primary subject of an ad campaign promoting the program.
 

While the Mini program was exciting - and well-received by the client - it complemented the rest of the work DaynerHall created for Tributaries. The last mile of the Tributaries brand “overhaul” was the Web – an area of their marketing strategy that had been neglected and undervalued. DaynerHall developed a slick, cutting-edge look to the site that engaged users with a new, high level message: “Total Satisfaction. Totally Tributaries.” This position epitomized their focus on customer support and satisfaction, and positioned it front-and-center on their homepage – elevating its visibility.