VOLVO CE
Electric Machines Press Events
Volvo Construction Equipment
Content Strategy & Planning, Media Relations, Event Planning, Writing & Content Development, Environmental, Social, and Governance (ESG)
Volvo Construction Equipment faced two main challenges in promoting their first electric wheel loaders and excavators: customer skepticism around electric heavy equipment and earning trade media coverage in industries they had not previously worked with.
The construction audience was skeptical about the performance, charging requirements, and cost of electric machines. Volvo CE needed to show customers and prospects that the new electric product line offered many benefits, dispelling their preconceived notions.
And while Volvo CE and Two Rivers Marketing have long-standing relationships with construction trade media, the electric campaign would also need to reach new industries, including agriculture, landscaping, and the growing number of outlets that write about environmental sustainability. Two Rivers needed to identify the right outlets and develop relationships with them to help earn coverage.
The Two Rivers and Volvo CE teams decided to proactively address customer questions and concerns about electric machines and position Volvo CE as the leader in this realm. A robust media relations plan was developed and executed, including planning two major press events with news releases, pitches, Q&As, press kits, landing pages, presentations, talking points, and media outreach.
The first press event was hosted by Volvo CE and shared pilot project results with in-person and virtual attendees. Presenters included Volvo CE officials, the California Department of Transportation, local elected officials, and customers who had used the machines. This was followed by a live demonstration of an electric machine being used to plant a large tree.
A second event was held at a transportation sustainability trade show: a strategic decision to reach a new audience and to stand out at a show full of trucks and charging products. As the only construction equipment manufacturer at the show, Volvo CE had exclusive access to government officials, fleet owners, and a new segment of media.
The hosted event combined with press kit and press release distribution resulted in 202 earned media placements with a potential reach of up to 113 million people. This included more than a dozen articles in priority construction magazines, including Heavy Equipment Guide, Construction Equipment, and Equipment World. A sustainability outlet called Electrek and the Los Angeles ABC affiliate also covered the event.
The trade show press event — which had a narrower, more targeted focus than the hosted event — resulted in 14 articles in priority trade publications with a potential reach of 1.3 million. We also made connections with and earned coverage from Volvo’s top two sustainability media priorities: CleanTechnica and GreenBiz.
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