Cat Auction Services was a relatively new company that specialized in heavy equipment auctions. They did not have any marketing materials, so our team developed a tool kit for sales to help them when speaking with potential customers. We created general branding collateral as well as identified different business segments to target different audiences. Since our sales force was very hands-on and many times did not have access to the internet at remote customer sites, we placed all flyers, presentations and videos on a branded USB card.
CONCEPT DEVELOPMENT / BRANDING / LOGO DESIGN / EVENTS
We assembled binders for each sales rep, which included samples of all collateral, as well as ordering and printing information for each individual piece. Printable PDF files of flyers, PowerPoint presentations, and videos were placed on USB cards and included inside the binder. They were a hit with the sales team, as they loved having everything in once place with easy-to-find information.
After interviewing business leaders and sales reps, we identified several business segments and started developing content and messaging. We decided to create general Cat Auction Services collateral as well as materials with specific messaging to these business segments, including complete dispersals, truck, and mining auctions.
I carried the bold messaging, colors and designs throughout all pieces, but differentiated the segment branding slightly for easy identification.