LIUGONG
LiuGong North America launches Tier 4 Final machines
Challenge
LiuGong North America, a leading construction machinery manufacturing company, wanted to generate interest in its new line of Tier 4 Final excavators and wheel loaders in the U.S. and Canada.
case-study-image
Strategy

To support LiuGong, Mulberry organized a launch event for the company’s dealers and industry media in San Diego Calif. Mulberry designed event invitations, product spec sheets, agendas, folders, PowerPoint templates, banners, name tags and branded merchandise.

Mulberry also handled all event planning details and on-site coordination, such as hotel selection, catering, event transportation, and audio/visual to ensure that a media day, dealer reception dinner and dealer demo day went smoothly.

Following the event, Mulberry developed a video capturing the excitement of the launch and compiled a photo gallery.

Before, during and after the event, Mulberry also managed LiuGong’s North American social media channels to generate excitement for the unveiling and availability of the equipment.

To support LiuGong’s dealers, Mulberry also developed a secure microsite with equipment photos, detailed brochures, images and video footage from the launch event, and other resources. Mulberry trained LiuGong staff on the content management system (CMS), allowing them to easily manage the site and add materials and features.

Results

LiuGong’s equipment launch received coverage in more than 20 publications, reaching more than 760,000 readers. The coverage is valued at more than $35,000 (based on advertising equivalency).

More than 40 LiuGong dealers attended the reception dinner and dealer demo day to experience the machines firsthand and receive important information that would help them sell the equipment to customers.