Marketing the small CATs
WesTrac is the Caterpillar (CAT) distributor for NSW and WA. The CAT brand is very well known for large machines, but not for its small ones that compete with Bobcat, the market leader in this category, called “Skid Steer”.
Our objective was to increase awareness of CAT in this market and bring the brand into consideration for those wanting to purchase a new skid steer. Our strategy was to introduce skid steer owners of all brands to the CAT range of attachments (Work Tools). This would expose them to the CAT brand, renowned for quality, reliability and service. In doing this, customers would be encouraged to consider CAT when they next update their skid steer.
The execution involved an innovative approach. We mailed all skid steer owners we could source and drove them to a campaign microsite to harvest their opt-in email addresses. From here, there was ongoing lead nurturing and customer engagement activity that involved both online and hard copy communication.
The result was a stunning success.