The Oshkosh Commercial Group is composed of a number of companies and brands well-known in the construction market. Many of these companies — including JLG, McNeilus, London, Con-E-Co, and IMT — exhibited at the CONEXPO-CON/AGG® 2008 trade show in Las Vegas, and this provided Oshkosh an invaluable opportunity to promote them as a family with many common elements.
Two Rivers Marketing developed an all-encompassing theme that summarized the benefits every Oshkosh company provides to its customer: “Road to Performance.” In addition, the companies were personified as “Your Ultimate Road Crew.”
To reach as many of the trade show visitors as possible, we implemented a wide variety of communication channels before and during the show:
- Ads were placed in numerous industry publications before the show.
- In the weeks before the show, most Oshkosh exhibitors sent customers and prospects mailers with details about product features, along with a personal invitation to visit each booth.
- Non-traditional out-of-home graphics were placed on three buildings in close proximity to the Las Vegas Convention Center.
- Brand and show-related signage was displayed at all booth locations.
- A product booklet gave booth staff a quick reference guide for all products displayed at the show.
- A follow-up mailer was sent to more than 1,500 qualified leads generated at the show.
All these efforts worked together to provide key communication tools and heighten brand awareness among potential customers at the industry’s largest American trade show.