Finning UK & Ireland (Finning), the Caterpillar equipment dealer, tasked Edson Evers with creating an integrated content marketing campaign to promote its attendance at the bi-annual Hillhead Quarry Show.
- Multi-million pound sales recorded for machines
- 162,500 views for video content
- Creating and distributing a dedicated Hillhead edition of Finning News at the event, with a 55% open rate and 75 % clickthrough rate from email marketing campaigns for the magazine during this period
- 49 insertions in key industry publications secured – for every £1 spent, £8.14 worth of coverage was generated
- Organic social media reach of 814,164
In order to elevate its position within the industry and presence at the show, Finning invested in an entirely new stand and launched its new customer proposition: ‘Software, Hardware, Everywhere’. To support Finning, Edson Evers delivered an integrated content campaign with a focus on digital communications, to drive footfall and own the conversation at Hillhead and across the industry.
The objective was to demonstrate industry leadership and engage with Tier 1 contractors, as well as embracing the wider plant audience, including plant hire businesses and operators who have a key influence in decision making. In addition, it was vital to deliver practical, real-word communications and demonstrations to all attendees on how new technologies can and will impact business growth.
Over a three-month period, which included three days at the Hillhead Show, Edson Evers created a special digital and print edition of Finning News magazine, featuring exclusive interviews with leading contractors BAM Nuttal and Balfour Beatty. Alongside this, a PR and social media campaign achieved the highest engagement rates and ROI results in the history of Finning’s ‘show attendance’ campaigns.
The campaign also included producing 12 videos, which received over 162,500 views, seven journalist interviews and a ‘social media influencer and community’ meet-up – resulting in multi-million pound sales for Caterpillar equipment.
The Construction Marketing Awards are not the only awards we’ve been nominated for recently, as Edson Evers has also been shortlisted in the ‘Integrated Campaign’ and ‘Consumer Relations Campaign’ categories of the Chartered Institute of Public Relations’ 2018 Midlands PRide Awards. Find out more here.