The challenge
In B2B capital equipment, heavy machinery purchases are major capital investments. Buyers don't make impulse decisions; they calculate hourly operating costs, depreciation and interest rates. Traditional equipment marketing focuses on product specifications, completely disconnected from the financial packaging that actually makes purchase decisions viable.
To launch a new line of CASE Construction hydraulic excavators, the promotion had to speak directly to owner-operators and fleet procurement managers, unifying physical product value with manufacturer-backed finance into one clear, compelling offer dealers could execute locally.
How the strategy was built
The campaign was built on three pillars. Unified promotion: machine capability data merged with low-rate manufacturer finance into a single pricing frame, removing the friction of negotiating financing later. A multi-channel media plan: specialised trade press, online search and social, and local dealer point-of-sale, one consistent look everywhere buyers researched. And dealer enablement: customised marketing packs, templates and brochures so each dealership could launch local ads matched to its own inventory.
What we did
One pricing frame combining the excavator offer with manufacturer finance, because that's the calculation the buyer is actually doing.
Trade press placements, digital campaigns and dealer point-of-sale materials sharing one disciplined look and voice.
Marketing packs, templates and brochures each dealership could localise without breaking the campaign.
The campaign deck
The complete 20-slide strategy presentation: market audit, creative positioning, media budget allocation and dealer execution instructions.
The results
- A repeatable machine-price-finance promotional model the business could run again on future ranges
- Consistent campaign presence across trade press, digital and the dealer network
- A complete, documented strategy deck from market audit to dealer rollout
Why it matters to your business
If you sell high-consideration products through a dealer or reseller network, the campaign that wins is the one your channel partners can actually execute. This is what a Campaign Build looks like when it's done properly: strategy, creative, media and enablement in one package.
THE CATALYST CONNECTION
This is what our Campaign Build service produces: a single campaign, fully built and ready to launch, strategy through creative through channel execution, documented well enough that anyone can run it.