Results: Co-Marketing Plan Development - JLG Industries
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Situation
JLG Industries, Inc. is a world-leading aerial work platform manufacturer. The 1990s dealt this market leader a blow as traditional distribution channels changed forever. Massive consolidation of formerly brand-loyal distributors led to national super-rentals that abandoned previous loyalties and successfully built affinity for their brand with end users. Facing the possibility of commoditization, JLG searched for
a solution.

The Big Idea
We developed a co-marketing program to regain some loyalty from the rental companies and build JLG’s brand with end users. The program included a variety of JLG marketing materials from advertisements to press releases. It was provided to rental companies at no charge and was used by JLG’s sales team as a value-added benefit during negotiation.

Each piece was customizable and could be altered by rental companies to build awareness, promote specific offers or drive foot traffic. It also helped JLG build brand affinity with end users by articulating the benefits of using a JLG lift vs. the competition.

Within a few months of launching the program, JLG’s sales team was citing its ability to help close sales. Orders for co-marketing program elements came flooding in from large and small rentals all over the country. JLG was able to do something many equipment manufacturers were struggling to do – build value for the equipment brand in the end user’s mind.

We successfully got contractors to say: “It’s got to be a JLG.”

What We Could Do for You
• Co-marketing program development, implementation and management
• Web-based co-marketing programs with shopping cart functionality
• Build customer loyalty
• Drive brand affinity