Case Study
 |
|
| TOYOTA INDUSTRIAL EQUIPMENT |
Our involvement with Toyota Industrial Equipment
spans several years and impacts nearly every aspect of their business. In
addition to assisting with the development of their three-year business
plan, we have advised their executive group on issues including customer
penetration and market development.
We created a defendable brand position, America’s #1 selling lift truck, and
executed it with a comprehensive integrated marketing campaign that has increased
the company’s ROI on their marketing initiatives. In its latest evolution, the
campaign leverages Toyota brand equity, and the shared traits between Toyota
lift trucks and one of the world’s largest automakers. We are also credited with
providing a clearly defined value proposition to Toyota’s dealer network, along
with an array of materials and innovative online resources to support their
efforts. These resources include an online product catalog, a dealer extranet, a
lead generation system with a call center and fulfillment center, and an end-user
site complete with advanced needs-assessment tools.
Other components of our involvement include a public relations program, media
events, prominent feature stories in the trade publications, and the incorporation
of Toyota’s leadership message into all aspects of company communications.
Today, Toyota Industrial Equipment remains the best-selling lift truck in America.
Yet it also has the strongest brand in the industry. We’re proud to be associated
with the success of the brand, and the business.
|
|
case studies:
Toyota Industrial Equipment |
PCN |
|
|
