The challenge
In B2B capital equipment, heavy machinery purchases are major capital investments. Buyers do not make impulse decisions; they calculate hourly operating costs, depreciating value, and interest rates. Traditional marketing often focused solely on product specifications, completely disconnected from the financial packaging that makes purchase decisions viable.
To launch a new line of CASE Construction hydraulic excavators, we needed a promotion that spoke directly to owner-operators and fleet procurement managers. The goal was to unify the physical product value with manufacturer-backed finance packages into a clear, compelling offer that dealers could execute locally.
The solution
We developed the **"Building a Strong Case"** promotional model. The campaign was built on three core pillars:
- Unified Promotion: We merged machine capability data with low-rate manufacturer finance pricing into a single clear pricing frame, removing the friction of negotiating financing later.
- Multi-Channel Media Plan: The campaign ran across specialized trade press journals, online search and social networks, and local dealer point-of-sale materials, ensuring a consistent look and voice everywhere buyers researched.
- Dealer Enablement: We provided local dealerships with customized marketing packs, templates, and brochures so they could launch local ads matched to their inventory.
Strategy & Presentation Slides
Below is the complete 20-slide presentation deck detailing the market audit, creative positioning, media budget allocations, and dealer execution instructions. Use the controls below to slide through, or click on the slide image to view full-screen:
