When ASV came out with its first Posi-Track machine in 1987, which had rubber tracks instead of wheels, most construction equipment manufacturers simply ignored them. But since then, sales have grown steadily, and rubber-tracked loaders are the fastest growing segment of the compact construction equipment market. The downside is that many competitors can no longer ignore this fact, and many have jumped on the rubber-tracked loader bandwagon, with their own machines that look like ASVs.
ASV asked its AOR Carmichael Lynch Spong (CLS) to help increase awareness of the differences between the machines, ultimately demonstrating the technological superiority of its own.
Objectives included securing trade media coverage to focus on the differences between the rubber-tracked loaders; driving preference and inquiry for ASV machines with the target audience of dealers, contractors, and prospective buyers or renters; and increasing awareness of new offerings.
CLS pitched to editors of the top-tier trade publications, in addition to Fortune Small Business. Research, bylined articles, and interviews with ASV leadership were offered to substantiate projections on the future growth of the market. Since many trade publications look for application stories, the team contacted dealers throughout the US for information on customers who were using ASV machines in unique or interesting ways. In addition, more than 20 editors from key publications attended the press conference at the CONEXPO-CON/AGG trade show, where ASV introduced its new RCV machine. A CD-ROM on the new offering was distributed to the media, along with media materials, photographs, and video footage.
The efforts resulted in a total of 18 articles focusing on the technological differences between rubber-tracked loaders. Top trade placements included Compact Equipment, Equipment World, and
In its second quarter 2005 earnings, ASV reported its fifth consecutive sales and earnings rise, including a 45% increase in net sales to $56.7 million, which were partially driven by sales from the new RCV Vertical Lift machine.
Monthly traffic on the ASV website was 8% higher in the first half of 2005 than in 2004, and the company was ranked seventh on the Fortune Small Business list of the 100 fastest-growing companies in America. But an even more notable sign of the campaign's success is that two major construction companies, Caterpillar (which owns 25% of ASV) and Vermeer, announced that they would use rubber track undercarriages built by ASV on a number of their products.
Honorable Mention: Weber Shandwick and Siemens Corporation: Raising the Profile of a Quiet German Giant
Against the backdrop of outsourcing and globalization, Siemens Corporation – the US arm of Germany's Siemens AG – saw an opportunity to strengthen its US roots, and position itself not only as an American company, but as a business partner to US firms in the changing global business arena. With the help of Weber Shandwick, it embarked on a campaign to generate an unprecedented level of US media exposure for the company.
Interviews with senior executives in the US, breaking news surrounding monthly data, bylined articles, and speaking opportunities were used to create buzz, which was leveraged to secure major profile coverage of the company. This resulted in numerous media placements, including a corporate profile in Us News & World Report and CEO profile in the Sunday New York Times.Finalists:
Access Communications and Intuit
Small Business Wars: Intuit Strikes Back
Carmichael Lynch Spong and ASV
ASV Rides Unique Technology to Top of Construction Equipment World
Coyne Public Relations and Medco Health Solutions
De-Commoditizing an Industry Leader
The PMI Group
Becoming the Oracle of Risk
Weber Shandwick and Siemens Corp.
Raising the Profile of a Quiet German Giant
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