International Truck and Engine

Delivering on a Promise and Beating Sales Forecasts by 150%

Challenge: Devise an integrated marketing strategy to help International launch their first new line-up of trucks in 25 years to 2,200 dealer sales reps nationwide.

Strategy:

1. Gather real customer stories of how International trucks help customers increase productivity and profitability across multiple business applications.

2. Create marketing ambassadors at International by equipping all dealer marketing and sales staff with a compelling stories and tools to support the brand’s new value proposition for customers.

3. Produce immersive live events in Chicago and Las Vegas where dealers can experience the trucks, real-life customer stories, and the financial value which International can provide customers by maximizing uptime, and improving reliability and serviceability.

Result: First year sales exceeded initial forecasts by 150%.