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Organic Social Media

DEVELON Dealer Program 

Generates Engagement Rate 4x Industry Average

Organic Social Media
THE CHALLENGE
INSIGHT & STRATEGY
THE SOLUTION
BUSINESS IMPACT

THE CHALLENGE

OUR GOAL

Create an Organic Social Media Program to address the challenges many DEVELON dealers face in maintaining consistent messaging and generating localized engagement to promote key brand and product updates.

OUR REALITY

Dealers often lack dedicated marketing resources or expertise in digital outreach, so the program needed to be efficient and easy to use — delivering significant impact with low effort. The core challenge revolved around giving each dealer a unique and compelling voice in their respective markets.

 

The heavy construction equipment industry is highly competitive, with dealerships vying for customers’ attention in a digital-first world.

DEVELON, a global construction equipment company, recognized that its broad dealer network faced significant challenges in effectively managing their social media presence. 

  • Coming off a major rebrand, DEVELON couldn’t afford inconsistent messaging that might confuse the market, especially with competitors aggressively pursuing relationships with DEVELON dealers during this transition period.
  • Many dealers lacked the time, expertise, or resources to promote key brand and product updates through digital outreach.

This resulted in missed opportunities to connect with customers and drive sales. The sales cycle for heavy construction equipment often runs three to six months or longer, making consistent and clear communication throughout the customer journey critical. DEVELON needed to create an easy, efficient way for dealers to share content on their social channels to create a unique and compelling voice in their respective markets — while also uniting their dealer network around the overarching brand goals and messaging.

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INSIGHT & STRATEGY

OUR INSIGHT

Equipment buyers are influenced more by their peers — not by the OEM.

OUR STRATEGY

Develop an organic social media program to leverage dealer credibility and share authentic customer stories.

 

This meant that the DEVELON dealer network was more than just a distribution channel. Dealers were the most credible voices in the entire purchase journey. The challenge wasn’t getting the message out; it was amplifying the authentic voices of dealers and their customers who prospects already trusted. Supporting this strategic direction, our research revealed that 77% of heavy equipment users engage with social media daily. This underscored the necessity of a robust social media presence by dealers to reach the DEVELON audience where they already spent their time. 

 

63%

OF EQUIPMENT BUYERS ARE INFLUENCED MORE BY INDUSTRY PEERS — NOT BY MANUFACTURERS

77%

OF HEAVY EQUIPMENT USERS ENGAGE WITH SOCIAL MEDIA DAILY

Armed with this knowledge, our team understood that social media channels are a powerful tool for achieving objectives like brand awareness and engagement — which can in turn drive lead generation and direct sales. 

All of these factors informed the development of an organic social program focused on leveraging DEVELON dealer credibility.

 

THE SOLUTION

Recognizing that social media actively influences 70% of consumer purchasing choices and serves as a research platform for 54% of buyers, the program focused on enabling dealers to participate in this digital landscape with minimal effort.

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DEVELON organic social mobile phones 3


 

  • The solution needed to be scalable and cost-effective and provide tangible support to dealers without overwhelming their existing operations.
  • Dealers needed the ability to amplify their local presence and connect with their target audiences in a meaningful way.
  • Rather than expecting the dealers to handle complex content creation requirements, we knew they needed to feel like marketing heroes to their customers without becoming marketing experts themselves. 

 

HOW WE DID THIS: 

  • Removed barriers for dealers by providing professionally developed, high-quality content and automating its syndication across multiple platforms (LinkedIn, Facebook, Instagram, X) to ensure consistent brand messaging.
  • Customized content based on each dealer's needs and equipment offerings while still maintaining scalability across the network.
  • Emphasized video content, based on our insight that video is highly effective and engaging across platforms.

Ultimately, the program was designed to foster a sense of shared purpose and brand ownership among dealers, knowing that this foundational brand story was critical for long-term success.

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BUSINESS IMPACT

Our approach delivered significant dealer participation and audience engagement in the first year of the program.

54

DEVELON DEALERS

joined the program — a nearly 60% participation rate — with new dealers onboarding weekly, indicating strong initial adoption and buy-in.


Video content has proven to be highly engaging, with

120K

video views

on Facebook and Instagram.

 

DEALERS ACHIEVED A

4.46%

cross-platform engagement rate, more than 4x the industry average of 1% — with zero additional marketing staff required.
 



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Dev demo 1

 

With a focus on partner enablement and creating content experiences that genuinely reflected and inspired the target audience, we helped empower DEVELON dealers with the tools and content to share authentic customer stories, strengthen brand loyalty, and drive tangible business outcomes at the local level.

 

“We were incredibly impressed with 2RM’s organic social media program for DEVELON. The strategic approach not only elevated our brand presence but also significantly benefited our dealer network by generating genuine interest and engagement, ultimately leading to stronger relationships with our customers.”

– Winta Bereket, Marketing Manager, DEVELON

 

The same strategic approach that achieved 60% dealer adoption and 4.46% engagement rates — while requiring minimal dealer resources — can transform your sales network’s marketing effectiveness.

 

Two Rivers Marketing will help you build brand relevance, transform your customer relationships, and drive real change for your business. Let's talk.

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