Contractors are constantly looking for ways to improve efficiency, keep tight timelines on track and increase profitability. To meet those needs, Toro created the Dingo TXL 2000 compact utility loader (CUL) — a versatile machine that could change the way jobs got done. But with an exclusive preview of the Dingo TXL 2000 planned for an upcoming trade show, Toro needed to find a way to build and sustain excitement around this new machine so that demand would be immediate once it was available for purchase.
To help secure demand, Toro partnered up with PM to create a comprehensive campaign that would build contractor excitement from announcement to market availability.
To make a big splash at the trade show, the PM team knew it needed to kick interest into overdrive to get visitors to the booth. To do that, we created a series of print and digital advertising and various video components to tease the upcoming show and product announcement. Custom social media content and PR support efforts were also made to spread the word and generate a buzz of online conversation. At the trade show, the team took advantage of the Dingo TXL 2000’s unique, telescoping arm feature to create a disruptive booth space that couldn’t be missed. And a product brochure and interactive touch screen — which was not something Toro had ever done before — were developed to allow visitors to walk through additional features and benefits.
The approach PM took for the launch of the Dingo TXL 2000 was more comprehensive than ever before. The campaign generated significant pre-sales activity, including more than 700,000 paid media impressions and a considerable growth in their social media following. The videos also garnered nearly 50,000 views across Instagram, Facebook and YouTube. And when the product finally became available, the high level of awareness and anticipation drove outstanding initial sales results.