Challenge

With an exceptional product, loyal customers and dealers, and an open mind, SmithCo was ready to pursue its growth potential. But where to start? With Iowa State University, they turned to SCG to learn what customers and dealers considered most important and how SmithCo performed—building the bridge to an effective strategy.

Strategy

With a high-tide mindset, focus was set on growing the side dump category by stealing share from all trailer types. Research revealed the right messaging, and a content strategy was created to answer the question, “why buy a side dump?” A new website, learning center, sales support, advertising and trade shows were integrated into a useful tactical plan.

Results

Sound strategy executed with fresh creative and a top-notch sales process has SmithCo on a roll. More than 5,000 people entered their booth at ConExpo 2020. Interest in their trailers is building across markets and orders are strong—enviable at any time but especially today. Keep alert. You may just see a sleek SmithCo side dump on the road.

The Nitty Gritty

Research
  • Primary research
Branding
  • Logo refresh
  • Identity guidelines
Content
  • Content program
Digital
  • Web design and development
Marketing
  • Sales collateral
  • Photography and video
  • Tradeshow support