Specialty Trailer Case Studies
‘Thunderous’ response to DeWalt’s mobile marketing
Known for quality and its "guaranteed tough" warranty, Black & Decker's DeWalt line of tools have enhanced the workmanship of builders and contractors since the company began. To further build brand awareness, DeWalt implemented an aggressive and unique mobile marketing campaign using Featherlite trailers that has continuously increased their sales and presence of mind since the late 90s.
"While we use print, TV and radio advertising, it's word of mouth that drives our tool sales," explains John Cunningham, DeWalt national events marketing manager. "Our mobile marketing strategy puts our tools into a prospect's hands, and when we can do that, we make the sales."
The pillars of the company's grassroots mobile marketing efforts "are to have our mobile units at events where our end users work, learn, buy and play," says Cunningham. "You can see our units on construction sites, at retail outlets such as Home Depot, Lowes and Menards, at high schools and community colleges that are a part of Skills USA vocational education program and at NASCAR race events."
The centerpiece of DeWalt’s fleet is "Rolling Thunder," a 75-foot Featherlite trailer that has a 30' by 80' footprint. The unit supports the DeWalt racing team and is displayed primarily at NASCAR events. "Like all of our mobile units, it allows customers to test tools in a work-like environment," says Cunningham.
Cunningham says DeWalt's mobile marketing efforts have been highly successful. "Mobile marketing or event marketing efforts strike a nice balance," says Cunningham. "The units drive people to the event location, enhancing the DeWalt brand, but more importantly to our retail partners, it moves products off shelves." Cunningham credits DeWalt’s partnership with Featherlite. "Featherlite is extremely customer focused. We sat down with their engineers and designers and told them what was needed in a unit, and they developed a unit that works for us."
For more information on how to put mobile marketing to work for your company or organization, call Featherlite Specialty Sales at 800-800-1230.
More Case Studies