Freightliner Trucks knew a lot about truckers – their needs, their preferences, their concerns, and the pressures they face in an industry increasingly complicated by regulations and decreasing margins.

But what the largest division of Daimler Trucks North America didn’t have was an effective way to connect with their customers.

It had something, a free online “club” called The Edge that launched in March 2011, but never really took off.

“The positioning was all wrong,” says Robert Bean, interactive media director for Burns Marketing. “[Freightliner] did what a lot of organizations do. They said, ‘Hey, we need a community for…

Kentico: How Freightliner turned its trucker customers into a trucker community