Toyota 360 Support Campaign | Doe-Anderson Advertising
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Toyota 360 Support Campaign

The Challenge: How do you convince customers who have already purchased the most expensive forklifts on the market to fork over additional money for an extended service program?

 

The Solution

A forklift that doesn’t work isn’t just inconvenient, it can bring a business to a standstill. Toyota stands behind its forklifts with after-sale service that’s second to none. That results in day-in, day-out dependability that actually makes them the least expensive brand in terms of overall cost of ownership. We chose to tell that story through the voices of the Toyota technicians who are the people who bring the program to life.

360 Support — Ownership

40k Banner Ad

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360 Support — Dealer Network

40k Banner Ad

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Print Campaign

By featuring Toyota technicians in the marketing communications, we lent credibility to the value proposition, while simultaneously generating internal excitement around the program launch.

The Results

The challenge with programs such as this one is getting the internal audience excited enough to actually go out and sell it. Judging by the repeat orders of marketing materials, this program indeed has done some heavy lifting for Toyota Materials Handling.

The challenge with programs such as this one is getting the internal audience excited enough to actually go out and sell it. Judging by the repeat orders of marketing materials, this program indeed has done some heavy lifting for Toyota Materials Handling.

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