What they were up against.
Caterpillar is the world’s leading manufacturer of construction and mining equipment. While firmly #1 in the United States, the Caterpillar Paving Products division lagged behind the brand’s other prolific divisions on a global stage. The division had a strong foundation but needed help telling its story to increase awareness and grow sales.
What we did to help.
The goal was to take the essence of the CAT Visitor Center beyond the physical venue. We built a world-class digital experience to raise awareness of Cat Paving as a serious global player, drive engagement and generate sales and awareness. We did this through an enhanced dealer kit featuring the latest product updates, business trends and corporate information. We drove engagement with new sales tools that empowered the dealer network to engage in meaningful conversations with their customers. We also designed a state-of-the-art showroom to demonstrate the latest products and position CAT as a world leader in innovation.
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What happened next.
The new communication management system and content we created along with the Visitor Center, made an immediate impact. More than 2,500 prospects attended the Visitor Center in the wake of the campaign with a close rate of 70% and $35 million in incremental sales.