Specialty Trailer Case Studies
Customers get 'up close' to new products
Greenheck, a leading manufacturer of ventilation equipment, wanted a way to capitalize on opportunities beyond the trade shows they were attending and to meet more customers face to face. To enable the company to do so, they launched a Mobile Learning Center contained within a 53-foot Featherlite transporter.
The target buyers of Greenheck’s products are design engineers and contractors, and they needed a mobile product display that would attract the interest of this audience and increase their brand recognition. “We wanted them to be able to see the products up close,” Don Sleeper, Greenheck’s Director of Marketing, said. “We wanted an experience that would capture their minds, so that when they think of ventilation equipment, Greenheck is what they think of.”
One of the challenges Greenheck faced was creating a mobile exhibit that effectively showcased their seven product lines and that allowed new products to become part of the mobile exhibit at any time.
“Flexibility was designed and built into the trailer that allows us to get new products to our customers and allows us the flexibility to change out products in the trailer,” Cheryl Aderhold, Greenheck’s Marketing Communications Coordinator, said. With the vertical airline tracking on the walls that Featherlite designed, products can be easily replaced throughout the tour to be more targeted to the audience of each stop.
In addition to the products on display within the trailer, computer kiosks throughout the trailer offer information on each of the products. Throughout the display, visitors are able to meet with product experts and hear brief product demonstrations, in addition to seeing, hearing and feeling the equipment.
Greenheck sells its products through independent manufacturing representative firms who can now utilize the Mobile Learning Center by hosting events, such as continuing education classes and open houses, and taking the mobile exhibit right to the doorsteps of potential customers.
The response by Greenheck’s representatives at the events they have hosted has been highly positive.
“The Mobile Learning Center is a great tool for showcasing Greenheck products,” Greenheck Representative Joe Weber of Air-Tech in Birmingham, Ala., said. “Our engineers were impressed with the depth and breadth of Greenheck’s product offering and the opportunity to talk to Greenheck factory personnel.”
For more information on how to put mobile marketing to work for your company or organization, call Featherlite Specialty Sales at 800-800-1230.
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