Market and customer research showed strong operator loyalty to machine brands. Combining customer data with an understanding of the product features and application niches for each brand, we created separate “brand personalities” to allow each brand to stand on its own. Since these machines are used every day, we could appeal to the emotional appeal of the “steering wheel factor” among contractors and operators.

• We used the inherent features and advantages of each brand to synthesize the core elements of its brand personality – the single most important message or position, supporting points and attributes, a productivity message for each brand, the overall approach, and the tone.
• From this platform, we developed the overall creative approach for each brand, including the visual platform, copy platform, art direction of various elements, brand identification/logo and corporate endorsement.
• We implemented integrated marketing communications programs for each brand, including national trade advertising, direct mail, product literature, web site content, trade show graphics and co-marketing programs for each dealer channel.
• We also assisted with machine branding, so that the most visible representations of the brand on the job every day would be integrated with the communications elements.

The first year of the program focused on rebuilding the brands and demonstrating support to each brand’s dealer and end user base. This effort succeeded based on dealer behavior and market share results but measurable response was low. In the second year of the program, the objective evolved to generating more measurable action. Using a new mix of traditional and online media, and with a proprietary tracking system in place, we increased measurable actions from advertising by 20X.