Bobcat is a world known provider of cranes and chargers for the construction and agriculture sectors. The company is active in a very competitive environment, with competitors such as Caterpillar, Hitachi, Volvo, Hyundai.
Bobcat regularly launches new products on the market – a.o. new electric machines – and wanted to start a reputation campaign in the Benelux through free publicity. Together with our partner Wisse Kommunikatie (Arnhem), we have been implementing a PR strategy since 2018 with stunning results in terms of coverage.
We are addressing several contents to the press: press releases to announce new product launches or improvements in sustainable solutions, organizing testimonials of machines users from the construction sectors as well as farmers, organizing press trips to Bobcat R&D headquarters in Czech Republic, setting up drive tests for journalists, invite reporters to Demo days, being in regular contact with local distributors to create local topics to raise interest from Belgian users and potential customers, as well as managing the company’s media plan in Belgium.
We distribute an average of 2 press releases each month and set up 2 to 4 for press events (Demo days, presence on trade shows, press trips, etc.) or interviews. Bobcat’s brand awareness was already quite high when we started working together, and the challenge was to maintain that awareness by showing the high quality standards the brand offers to its clients. Testimonials and efforts on CO2 emissions (and transition to electric material) are key messages that are well perceived by Bobcat’s target groups. With an average of 10 to 15 articles published each month, Bobcat’s brand awareness is higher than never. Its name has even become the common name for small construction machines in the construction sector.