What happens when an industry built on handshakes and relationships suddenly comes to a standstill?
For LiuGong North America, the problem was especially painful. A challenger brand seeking to gain ground in a fiercely competitive market – construction equipment – hit a major speedbump.
The construction business is a contact sport – face-to-face contact is how sales are made; orders are almost always written in person. For a brand with low brand recognition, this was even more important. With no trade shows or sponsored events to have those moments of direct contact, LiuGong needed another way.
Known for tradeshow, event, and fabrication know-how, the Czarnowski Collective decided, the best way for a challenger brand like LiuGong to get traction would be to take to the roads themselves.
And the truck and trailer tour was born.
Outfitting a Chevy Silverado 2500 and a 28-foot customized Forest River Trailer, Czarnowski presented LiuGong with a vision of what the trailer could be. A tool to promote new dealers, product launches, classroom training, tow-and-shows, rodeos, and be modular enough to be the heart of an actual trade show event.
In Summer 2021 Czarnowski launched the LiuGong Performance Tour at BCP Equipment, helping them open a new location in Ogden Utah. The event featured two days of machine demos, giveaways, an appearance by the mayor, and best of all, a new customer signed up.
Featured Components:
Simplified Exhibit Property Design
Dynamic LED Theater
Pre-Recorded Speaker and Brand Moments
Content Development and Programming
Limited Exposure iPads and Monitors
Complementary Microsite
