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Sure, a construction contractor could test-drive a new tractor at its job site. But doesn’t using the machine to build your own dirt track and then race dune buggies on it sound like a lot more fun?
Caterpillar thought so, and its customers agreed, judging by the 18% response to a mailing promoting a sweepstakes to win the racing experience.
The mailings went to 1,700 prospects who’d previously financed construction equipment in the California and Arizona territories of six Caterpillar dealers.
The goal of the campaign, created by Rhea & Kaiser Marketing Communications, was to generate buzz for the new Cat 414E Industrial Loader. The machine often is used to smooth out ground for concrete pouring, making it a superb choice for building a dirt race track.
Fred Nichols, management supervisor for Rhea & Kaiser, Caterpillar’s agency on the project, says the construction-equipment maker would’ve been happy with a 5% to 10% response.
