It’s always easy to suggest providing ‘added value’ for the customer as part of any brand building strategy, but the difficulty comes when identifying what form that value takes. Thankfully, given our experience of developing and managing retailer marketing programmes, we can spot solid opportunities when we see them and have put these skills to good use with a recent project for Caterpillar. This year marks the 25th Anniversary of Caterpillar and their backhoe loader and the construction giant wanted to use this iconic machine to underline the strength, reliability, low operating costs and service support that run across its entire range.
They produced 25 special anniversary edition backhoe loaders for use at appearances across the UK and Europe. Now, with a little ingenious thinking Caterpillar also has a marketing pack for each of its European distributors to help them set up customer events, build excitement and drive footfall – encouraging discussion around the backhoe loader and other key performers, from the Caterpillar range. The pack contains a suite of useful marketing tools that can be tailored to each specific event. All correctly branded with consistent messaging. Caterpillar maximises the potential impact of a Europeanwide backhoe loader tour, the distributors enthuse their local contacts and have the chance to generate sales leads while customers take inspiration and confidence from dealing with a professional and experienced construction company. It all adds up in the end.