When you’re one of the largest equipment manufacturers in the US, launching new products is expected. Creating opportunities for your dealers to have face-to-face, personal contact isn’t. Sounds like a challenge. Good thing LEO is always up for one of those.
Big impression. Check. Personal attention. Check, check.
When Terex Americas wanted to invite 1,800 dealers for a product launch at its Distribution Center in Southaven MS, they called us. Unlike a typical launch where a big group is introduced to the latest and greatest products, Terex wanted to engage with customers one-on-one and spend quality time with dealers. No problem. The event was produced in (6) waves of 300 guests each spread over four months (1,800 guests total). LEO Events worked with Terex on all the details from top to bottom. Including coordinating hotel, registration, the product launch, and unique experiences for each wave.
It’s no small task finding a space large enough, near the Distribution Center, to accommodate a construction line that includes backhoe loaders, site dumpers and mobile excavators. In all, there were 8 sizable machines to showcase. These big boys need a lot of elbowroom to strut their stuff. Memphis Motorsports Park was both roomy and fun. The ‘King of the Dirt’ launch kicked off with the impressive new equipment encircling the meeting tent where dealers and media got down to business. The company’s CEO donned a Terex custom racecar driver suit and presented the equipment to the dealers in an informal setting that allowed for audience engagement and participation that concluded with special pricing and offerings. After the launch, dealers headed to “Can You Dig It” demo stations where they could try the equipment for themselves and compare Terex products with the competition.
All work and no play make a launch a dull event. Not on our watch. The two-day, two-night Terex dealer event in Memphis, per wave, included a Race On Driving Experience following the day’s events at Memphis Motorsports Park. This was also a great networking opportunity for dealers. The evenings culminated at the historic BB King’s Blues Club on Beale Street for an exclusive Terex branded event with gobos, signage and unique messaging as a finale.
The launch proved to be a huge hit. In fact, dealer sales increased after the first two waves. Terex responded by adding additional waves, reaching even more customers and media than originally projected. I think its safe to say, they dug us.
Services Provided: Meeting and Event Management, Registration Management, Meeting Planning (Food/Beverage/Hotel Management), Creative Services (Graphics, Thematic Approach, Environmental), Production Services, Content Production, Site Build and Logistics, External Program Communication, Ride and Drive.