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Case Study

CAT Truck Engines/Caterpillar

Branding Services - Caterpillar
Direct Mail - Caterpillar
Sales Support - Caterpillar
Dealer Marketing Programs - Caterpillar
Digital Advertising - Caterpillar

CLIENT

Caterpillar

SERVICES

BrandingDirect MailSales SupportDealer Marketing ProgramsDigital AdvertisingTrade Show

Caterpillar, an industry leader in heavy-duty truck engines and construction equipment, partnered with The frank Agency to bolster its market position, generate leads and unify its global brand. Our comprehensive campaigns spanned multiple channels, from product launches and trade shows to digital marketing and dealer support. For CAT Truck Engines, we launched the innovative ACERT engine, which quickly dominated the market. Simultaneously, our strategies for CAT Paving Products reinforced its global leadership and drove a significant increase in sales.

CAT Engines: Achieved #1 market position in its first year with the ACERT engine, equaling sales of its two largest competitors combined.

CAT Paving: Experienced a 20% increase in sales through multi-channel marketing efforts and enhanced global branding.

Our dealer marketing programs provided customized, brand-compliant creative, empowering local dealers to drive traffic and boost sales.

Boosting Global Presence Through Multi-Channel Campaigns to Increase Sales

Multi-Channel Campaigns - Caterpillar
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Objective:

Caterpillar aimed to solidify its leadership in two key sectors: heavy-duty truck engines and paving equipment. Its ACERT engine launched a first-to-market technology that reduced emissions while reinforcing Caterpillar’s “power” position. For CAT Truck Engines, the objective was to strengthen its global market presence, generate leads, and engage local dealers in the competitive construction industry.
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Approach:

The frank Agency developed and executed comprehensive marketing strategies for both initiatives. For the ACERT engine, the campaign included strategic customer segmentation focused on large fleets and leasing companies, impactful trade show presentations at the Mid-America Truck Show (MATS), a technology tour with product demos, and a mix of direct mail, print advertising, and sales literature to highlight the engine’s superior performance. Our multi-channel marketing strategy involved customized dealer marketing programs and high-impact digital campaigns. We created tailored ads for regional markets, dealer-specific promotional materials, promotional flyers, and point-of-sale literature.
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impact:

The ACERT engine launch campaign was a resounding success. Caterpillar matched the combined sales volume of its two largest competitors, ultimately achieving the #1 position in the industry within the first year. The integrated marketing efforts for CAT Engines led to a 20% increase in sales and a strengthened global presence, affirming CAT’s role as a leader in heavy-duty truck engines and paving equipment.

RESULTS

+56.8%
Metric

+56.8%
Metric

+56.8%
Metric

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