Press Kits (Over $50 million)

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Press Kits (Over $50 million)
1st place
Iowa Mold Tooling Co.
Des Moines, Iowa
With
Two Rivers Marketing
Des Moines, Iowa

Statement of Objectives:
Target Audience:
Editors from general construction, rental, crane and utility publications

Objectives:

• Announce two new products being released at the ICUEE 2007 trade show – the enclosed SiteStar lube truck and the 5005i electric telescopic crane – as well as give the editors a chance to see the rest of the IMT products that had been released earlier in 2007.
• Generate interest among editors about the value of field service in general.
• Educate editors on the features and benefits of IMT field service products and show them how these features save the end-users time and money.
• Dispel the notion that lube trucks are a commodity and stress the new technologies from IMT that make their trucks stand above the competition.

Primary Strategy:
In an environment where editors are gathering dozens and dozens of press kits, we wanted to make sure we produced ours in a manner that would stand out above the crowd. So, we put most of our creative efforts on the press kit's format. We wanted to make it memorable. This resulted in a uniquely formatted “pocket media guide,” complete with a mini-CD, which included important media assets.

We provided editors who made appointments at the ICUEE booth with this complete press kit, which included the press releases, high-resolution digital photography on a mini-CD and product information pages on all the other products displayed at ICUEE, many of which had been released earlier in 2007.

Secondary Strategies:

• Sent press release and photos to distribution list of all editors of construction trade publication magazines.
• Invited key group of trade editors attending ICUEE in October 2007 to meet one-on-one with IMT product managers.

Results:
Nine editors attended one-on-one appointments with IMT product managers at the ICUEE booth. Because this event took place in October 2007, we will not be able to tell how many editorial placements we secure related to this press kit until a couple of months from now.

Judge's Comments:

• Great compact approach. Excellent blend of hard copy and digital content.

Company Scope and Marketing Objectives:
Iowa Mold Tooling Co., Inc., an Oshkosh Corporation [NYSE: OSK] company, began in 1961 as a business providing new tread designs for recapping tires. The company has grown to become the leading manufacturer and supplier of service vehicles, cranes, hydraulic loaders and air compressors for tire, mining, construction, material handling and utility markets around the world. IMT strives to prove its commitment to its customers and distributor network by continually being innovative leaders.

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Press Kits (Over $50 million)
2nd place
Terex Construction America
Redmond, Washington
With
Performance Marketing
West Des Moines, Iowa

Statement of Objectives:
Objective:

• Attract media interest in the depth and breadth of Terex Construction products and operations in North America, resulting in post-event coverage, expert interviews and feature articles.
• Attract 20-25 key construction industry media to attend the Media Days event, hosted in Memphis, TN, November 13-15, 2006.

Target Audiences:

• Magazine representatives within key construction markets, including earthmoving, roads and bridges, commercial and residential building, renovation, landscaping/groundskeeping and more specifically targeting individuals that affect editorial content.

Strategies/Tactics:

• Develop an easy-to-use press kit for trade media representatives designed for taking notes during the event; provide product information and contact information to help answer any questions after the event.
• Include additional materials for background and perspective, including product spec sheets, press releases and photography.
• Develop interest-piquing theme – King of the Dirt (the design to include elements of Memphis and NASCAR to tie in the location of the event) – and send out several mailings to invite media before the event.
• Give media one-on-one experiences through walk-arounds with Terex product managers and demo time with the equipment.
• Package the materials in a keepsake, memorable press kit so the product remains top-of-mind.

Results:

• Thirty key construction industry media attended King of the Dirt Media Days.
• Eleven product write-ups, four feature articles and three front covers have been published to date.
• Sixty-five percent of the media attendees rated the event as “Excellent” in the post-show survey, and the remaining 35 percent of the attendees rated the event as "Great."
• In the post-event survey, media attendees commented on how much they appreciated the comprehensive nature of the materials and the creative design of the press kit.

Judge's Comments:

• Very comprehensive package. Worked well from image standpoint.

Company Scope and Marketing Objectives:
Terex Construction America is a business unit of Terex Corporation, a diversified global manufacturer of a broad range of equipment for the construction, infrastructure, quarrying, recycling, surface mining, shipping, transportation, refining, utility and maintenance industries. Terex Construction America markets and supports hauling, digging, loading, and compaction along with material handling products for construction, infrastructure and recycling projects. The company's mission is to manufacture and market high-quality capital equipment designed to improve customers' productivity and return on invested capital.

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Press Kits (Over $50 million)
3rd place
Genie Industries
Redmond, Washington
With
Performance Marketing
West Des Moines, Iowa

Statement of Objectives:
Objective:

• Attract media interest in new products from Genie Industries and Terex Construction Americas (both companies are divisions of Terex Corporation) announced at The Rental Show 2007, resulting in post-event coverage, expert interviews and feature articles.

Target Audience:

• Editors and editorial staff who cover the construction equipment rental market and attend The Rental Show 2007.

Strategies/Tactics:

• Develop an easy-to-use press kit for trade media representatives designed for taking notes during the press conference; provide product information and contact information to help answer any questions after the event.
• Develop the size and style of the press kit to accommodate editors' limited storage and luggage space during tradeshows.
• Include additional documents for background and perspective, including product spec sheets, press releases, photography, job application articles and presentations from the press conference.
• Developed the theme of the press kit and media invitations to complement the theme of the Terex and Genie booth at The Rental Show.
• House the materials in a memorable, useful package to ensure that product and company information remains top-of-mind.
• Promote media interaction with Terex and Genie personnel and equipment through booth walk-arounds with product managers and a Q&A session during the press conference.
• Distribute the press kit after the press conference to industry editors not able to attend The Rental Show.

Results:

• To date, Genie received more than 30 placements and three front covers, and Terex has gained more than 30 placements from information distributed through the press kit at The Rental Show 2007.
• Media commented on how much they appreciated the convenient design of the press kit and the comprehensive nature of the materials.

Judge's Comments:

• Editor guide to CD content great idea. Releases well written and clear. Simple packaging for travel, nice.

Company Scope and Marketing Objectives: A world-wide leader in the lift equipment industry, Genie Industries, Inc., manufacturers material lifts, aerial work platforms, trailer-mounted booms and light towers, telehandlers, scissor lifts and self-propelled telescopic and articulating booms.

Genie's overall marketing communications goals are to create pieces that have a different look than is traditional in the industry-through design that stands out and grabs attention and content that effectively promotes the brand, Genie product innovations and quality and unsurpassed after-sales support.

Press Kits (Under $50 million)

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Press Kits (Under $50 million)
1st place
Bobcat Co.
West Fargo, North Dakota
With
Two Rivers Marketing
Des Moines, Iowa

Statement of Objectives:
Target Audience:
The Bobcat 2007 media kit distributed at The Rental Show was produced for the many trade publication editors and writers who attend the annual show.

Communications Strategy:
The primary objective of the Bobcat 2007 Rental Show media kit was to introduce the following new products: 425 compact excavator, 5330 skid-steer loader, forestry cutter, attachment and 8B chipper attachment. A secondary objective included providing editors with a sample of the newest Bobcat photography.

The Bobcat media kit provided a straight-forward resource for editors with easy-to-read, printed new product press releases, photography preview sheets, literature and a CD with digital files. Printed preview sheets are designed to save editors time over opening individual files on the CDs. Editors routinely tell Two Rivers Marketing that they enjoy using these sheets rather than searching for a specific file on a CD.

Also included was a second CD with new product photography for editors to use at their discretion to illustrate compact equipment feature articles. The kit addresses industry editors and writers who prefer to receive hard copy press kits at trade shows, while also serving those who like the digital version for easy access afterwards.

Measureable Results:
By monitoring many industry publications, Two Rivers Marketing recorded both printed editorial placements and online placements. The new 425, S330 and attachments received more than 150 print and online placements from the end of the show through October 31. These print placements include front covers, feature articles, press releases and photos. Online placements include e-newsletters and articles that appear on industry publication web sites.

Judge's Comments:

• Easy to use. Well written releases that cover essential information quickly and fully. Hard copy guide to the photos. Good balance of print and electronic media presence.

Company Scope and Marketing Objectives:
Bobcat Company is the world leader in the field of compact vehicles and equipment. The widely known Bobcat brand includes an extensive line of powerful, nimble compact construction equipment and attachments, as well as a new line of versatile compact tractors and implements.

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Press Kits (Under $50 million)
2nd place
The Toro Co.
Bloomington, Minnesota
With
Performance Marketing
West Des Moines, Iowa

Statement of Objectives:
Objective:

• The rental channel accounts for more than 40 percent of the Toro Dingo compact utility loader's overall sales. Reaching potential customers through the rental industry trade publications is crucial to growing the company's sales of the Dingo product line. With the 2007 Press Kit (distributed at The Rental Show), Toro aimed to attract the attention of rental industry trade media to result in post-show coverage of Toro's products and personnel. The 2007 press kit was part of an overall PR effort at the show that included a press conference, one-on-one media meetings in the Toro booth and post-show follow-up.

Target Audience:

• Editors of trade publications that cover the rental industry.

Strategies/Tactics:

• Develop an eye-catching press kit that identifies the Toro Dingo brand and builds awareness of the product line's versatility in a variety of rental applications.
• Develop a compact press kit that is easy-to-carry and convenient to use during and after the show that includes both hard copy as well as electronic versions of the content.
• Provide print-ready content on the products introduced at the show, as well as information on the full-line of Toro rental products and Toro personnel.
• Provide a wide range of high resolution photography highlighting the Toro Dingo loader's many uses.

Results:

• Toro distributed more than 30 press kits at, during and after the show, resulting in 25 placements to date.

Judge's Comments:

• Easy to navigate. Photo proof sheet key. Putting releases in simple spiral book smart and effective.

Company Scope and Marketing Objectives:
The Toro Company is committed to providing environmentally responsible products of customer-valued quality and innovation. Since 1914, the company has built a tradition of excellence around a number of strong brands serving a customer base that includes landscape and irrigation contractors, golf course superintendents, groundskeepers, sports field managers, fruit and vegetable growers, and homeowners.

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