Terex - Workhorse Marketing

Marketing Goals

Terex, a Scottish heavy equipment manufacturer, was aggressively acquiring other equipment companies to expand their North American construction and road building equipment offering. The challenge was to efficiently integrate these new brands into the existing Terex portfolio and communicate their benefits to a market focused on price, reliability and performance. Another obstacle that needed to be addressed was product photography that was typically photographed in parking lots.

Our Solution

We developed branding strategy that leveraged the equipment’s existing brand equity and attributes, and seamlessly tied them to the Terex brand and the key wants and needs of the heavy equipment buyer. Messaging focused on the ability of the equipment buyer, operator and contractor to “deliver more” of what “their” customer needed.

Equipment photos were clipped and products placed into working environments. The new images, graphics and messaging were integrated across all Terex touch points internally and externally as a consistent communications platform.

What We Did

Brand Strategy
Product Specification Sheets
Print Advertising (English and Spanish)
Co-op Ad System
Public Relations
Communication Templates
Media & Dealer Launch Events
Tradeshow Materials
Sales manuals
Online Literature Ordering System
Banner Displays & Signage
Email Templates
Direct Mail

Results

Terex acquired more than two dozen brands over a two-year period and successfully integrated them into the Terex family using the strategy, design and messaging support we provided. They were able to quickly position themselves as a new powerhouse in the highly competitive heavy equipment market and efficiently assimilate acquired brands into the stable of associated products and services.

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Brands We've Worked With