When Pettibone began an initiative to bring a next generation telehandler design to the construction, masonry and rental markets, it came with the goal of gaining market share beyond the long-time dealers and customers that already understood Pettibone’s value proposition. Planning began for a major launch of the new telehandlers at the World of Concrete trade show in Las Vegas.
As the first prototype was being built, we worked with Pettibone to develop a new machine decal scheme and helped brainstorm the nomenclature for the new product line – the X-Series. We also developed a dedicated X-Series logo for various promotional purposes.
In preparation for the official product launch, a brochure and spec sheets were created with a completely new branding look to set the X-Series apart from Pettibone’s other established product lines.
As World of Concrete neared, Pettibone had a cost-effective opportunity to advertise in Delta Sky magazine. We created a poker-themed ad headlined “No Limit” to tease the upcoming Vegas launch. The look of the ad was carried forward into various pre-show digital advertising placements, along with a “mobile campaign” targeted via Google on the Las Vegas Convention Center and the surrounding areas for the duration of the trade show.
On the first day of World of Concrete, an afternoon press conference was conducted by representatives from Pettibone, at which time all X-Series details were finally revealed. Prior to the show, we had invited key trade publication editors to the event and worked with Pettibone to develop presentation content and graphics.
The launch was well received across the board. Pettibone’s dealers were clearly excited about the new offerings, booth traffic was steady throughout the show, and the press conference – and subsequent editor visits to the booth – resulted in several published features on the X-Series product line.
