Campaign: Exceeding Expectations
Client: Bell Equipment
Tactics: Full service; creative; advertising; media; exhibitions; literature; PR; websites
Bell Equipment is a global specialist in large construction equipment. With a budget a fraction of its main competitors, McConnells was asked to deliver marketing solutions to help the company achieve increased market share across Europe.
• To raise brand and product awareness of Bell
• To increase market share, especially for core products
Strategy and plan
Utilising corporate guidelines from Bell HQ in South Africa, McConnells devised a consistent, eye-catching brand image across all materials appropriate for a UK target audience. These have included all advertising, promotional literature, exhibition materials and other collateral.
The expertise of our in-house media planning department has been instrumental in securing high-profile advertising placement in key target titles, at cost-effective rates.
In order to pioneer an industry not renowned for being early adopters of marketing technology, McConnells proposed the creation of an app to provide an interactive experience for Bell customers and prospects. The app features movies showing vehicles in different applications, as well as at-a-glance technical specifications. To date, this has been used primarily as an interactive tool at exhibitions, but there are plans to make it publically available via iTunes.
McConnells is currently co-ordinating a worldwide rebrand of the Bell website, which includes the establishment of dedicated sites in France, Germany and Russia in the native language for enhanced SEO and visitor usability.