Campaign: Exceeding Expectations
Client: Bell Equipment
Sector: Construction
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.

Bell Equipment
Objectives

• To raise brand and product awareness of Bell
• To increase market share, especially for core products

Strategy and plan

Creative
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.
Media
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.
Digital
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.
Website
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.

RESULTS: McConnells has now been working with Bell Equipment for over a decade, achieving consistently high performance, especially when compared to budget. In like-for-like equipment comparison, Bell is now one of the market leaders for its primary product ranges of wheel loaders and ADTs. The new French website is already attracting over 1,000 visitors per month within six months of launch, and has a bounce rate of under 35% (anything under the average of 45% demonstrates a positive visitor experience). The template is now being rolled out to other European countries.


Download the Bell Equipment case study