J.C.

Bamford Excavators Limited

CASE STUDY Elevation Marketing is a business-to-
business marketing company that
develops fully integrated solutions for your
most pressing challenges.

Elevation Marketing helps the third-largest construction

equipment manufacturer build a brand awareness strategy
resulting in 2,968 qualified leads in less than three months.

elevation marketing | elevationb2b.com

BACKGROUND

The Beginnings of Growth

J.C. Bamford Excavators Limited, universally known as JCB, is a
leading multinational supplier of construction, agriculture,
waste handling and demolition equipment. The company was
founded in 1945 with headquarters in Rocester, United Kingdom.

Now, JCB employs more than 12,000 people worldwide with 22

manufacturing facilities on four continents: 11 in the UK, six in India and
others in Brazil, China and U.S. The company manufactures more
than 300 different machines, including: backhoe loaders, Loadall
telescopic handlers, tracked and wheeled excavators, wheeled loading
shovels, articulated dump trucks, rough terrain fork lifts, mini excavators,
skid steers loaders and JCB compaction equipment. JCB products are
sold through 2,000 dealer locations throughout 150 countries.
 CHALLENGE

Quickly Establish a Foothold in

the U.S. Agriculture Market
The growth in demand for agricultural products and increased productivity has made the U.S.
a more attractive target for farm machinery manufacturers. JCB saw the potential to fill a void in
the new demographic and seized the opportunity to expand into the U.S. agricultural marketplace
with the establishment of its North American headquarters in Pooler, near Savannah, Georgia.

JCB is recognized as the world’s third largest construction equipment brand, but as a relative newcomer
to the American market, it was experiencing low buyer awareness of its line of agricultural machinery.
“We met the Elevation team at a trade show and were
impressed with their experience in the agriculture industry. The company was missing the mark, being perceived primarily as a construction brand
They demonstrated the right background to enhance with U.S. customers. JCB partnered with Elevation Marketing to figure out where the company
our internal marketing resources and help us quickly stood in terms of brand awareness. The company launched a survey wherein a number of
establish a foothold in the U.S. agriculture market.” respondents reported a lack of awareness of JCB in America’s agricultural communities.

— Thom Peebles, “Most of the market didn’t know that JCB exists,” said a JCB dealer representative. “The ones
JCB Vice President of Marketing who had heard of us saw us as a heavy construction supplier, not an agricultural supplier.”

Breaking into the U.S. represented a challenge due to its highly saturated marketplace and
maturity. To compete as a global brand with well-known heavyweights like Caterpillar and John
Deere, JCB needed to solidify a long-term relationship between dealers and consumers.

“To find success in the U.S., we needed to find a personal way to engage qualified buyers and establish
buyer trust. When farmers know well about the operation, quality and performance of agricultural
machinery, their purchase intention increases,” said JCB Vice President of Marketing Thom Peebles.

To achieve a higher sales volume, farmers first needed to be convinced that JCB’s machinery was
designed to increase agricultural productivity. Facing an awareness challenge in the U.S., JCB tasked
Elevation Marketing with driving brand recognition and authority – its first major campaign in the market.
 STRATEGY Elevation Marketing began BUILD STRONGER
identifying farmers’ perceptions, RELATIONSHIPS
reviewing the social and economic WITH DEALERS TO
factors affecting their machinery BOOST SALES
Leverage purchase decision. Specific
attention was paid to the patterns For the most part, most Midwest
Targeted of communication accompanying JCB dealers had been with the
company for better part of a
farmers’ purchases and the human
Marketing to factors that drive decision-making decade, however others were
less than four years with JCB. The
Increase Brand processes at the farm level.
company saw an opportunity to
Using Elevation Marketing’s strengthen strategic supply chain
Awareness geo-targeting capabilities, the team relationships and profitability

and Attract launched the “Get More Done,”

campaign aimed at local economies
through increased collaboration.

In the past, JCB corporate did little

Qualified Leads in the Midwest, where agriculture
is one of the biggest drivers. The advertising on the national level
brand awareness campaign ran directed at agricultural customers.
across five states — Ohio, Michigan, Corporate communications were
Wisconsin, Iowa and Minnesota. reliant upon existing database
intelligence, which was limited
Campaign copy and creative were on the Ag side specifically. Most
built around the core concept of exposure for JCB’s Agriculture
increasing agricultural productivity products was based on local
by doing more with a single dealers’ trade show participation.
machine — the power of one.
Strategic distribution of messaging Therefore, the Elevation team
included print ads, radio spots, launched a complete dealer
digital banners, dedicated engagement program to expand
JCB’s marketing support. Radio ads
1,635,050 landing pages, press releases,
e-blasts and direct mailers with were developed to promote and
draw foot traffic to trade show
IMPRESSIONS IN JCB'S content shown only to farmers
within a 20-mile radius of 32 booths, as well as customized to
TARGET LOCATIONS
JCB Midwest dealer locations promote each dealer location.
to ensure audience relevance.
 STRATEGY In addition, local retailers received Based on captured findings, the
direct mailers and support campaign was executed during
materials to sell on JCB’s behalf. particular phases in farming life
Each direct mailer could be when farmers are most likely
customized to mention the to be enjoying the rewards of a
dealer-specific location. “The harvest and ready to make heavy
marketing collateral gave dealers equipment purchases (August-
the tools they needed to show October). Messaging focused on
MORE THAN how JCB beats our competitors, matching the product qualities of

76
QUALIFIED LEADS
as well helped promote their
individual location.” said Peebles.

WIN BASED ON
machinery to the needs of farmers,
highlighting how one machine and
its countless capabilities could get
a farmer through the workday.

CUSTOMER EXPERIENCE Marketing sought to arouse a

deep desire in farmers to have a
Buyer research revealed when
hands-on experience with JCB
REQUESTING DEMOS purchasing expensive capital
featured products. Facilitated by
OR FURTHER CALLS equipment, such as excavators,
strong user experiences and
WITH DEALERS farmers’ decision-making often
targeted, relevant messaging,
surpasses rational economic
Elevation Marketing established
decision-making processes, and
a marketing presence in the
is driven by a combination of
U.S. for JCB and successfully
stress, intuition, heuristics and
enhanced American farmers’
the stage of farming lifecycle.
perception of product quality.

THE CAMPAIGN HAD ONE GOAL: $

Getting farmers to visit their local JCB dealer and demo an
Ag Purpose-Built Telehandler, Backhoe Loader or Fastrac High-Speed
Tractor. Ads featured a $500 new-ag machinery discount with every demo.

JCB Microsite
JCB Microsite (Desktop View)

DELIVERABLES

• Direct Mailers
• Email Templates
• Print Ad Creative
• Dealer Microsites
• Dealer Banner Ads
• Media Buy Plan
• Customizable Radio Ads
• Trade Show Collateral

400
IMPRESSIONS
%
IN 90 DAYS
JCB Direct Mailer

JCB Print Ad

5
FOCUSED ON STATE
GEOGRAPHIC AREAS WITHIN
A 20 MILE RADIUS OF 32
JCB DEALER LOCATIONS
BUSINESS WINS Within three months, the “Elevation Marketing
campaign generated based the campaign on
1,635,050 impressions extensive research about
in JCB’s target locations. our target customers. This
Generated More than 2,968
prospects engaged with
allowed us to promote
the right equipment
2,968 Top-of- these impressions by in the right regions
clicking links, opening and ultimately hit our
Funnel Leads emails, visiting landing aggressive growth

in 90 Days pages, stopping by JCB’s

farm show booth, or
goals,” said Peebles.

“They also gave us

for Target contacting a dealer. This
resulted in more than
deeper insights into the

Dealer Locations 76 qualified leads

requesting demos or
U.S. agriculture market
that will be invaluable
when planning future
A lead funnel, much like a sales funnel, further calls with dealers.
is the pathway and the series of steps campaigns.”
The campaign proved a
that a lead has to cross, right from being
just another lead, to an interested cost-effective solution for
prospect, to a hot opportunity to finally JCB with just under $.15
becoming a paying customer.
per touch point.

A touchpoint is any time a potential customer or

customer comes in contact with your brand–before,
during, or after they purchase something from you.

$
.15
PER TOUCH POINT
Cost-effective solution for JCB, with just
under $.15 PER TOUCH POINT.
ABOUT ELEVATION Elevation Marketing is a full-service B2B marketing agency, Whether its partner portals, online stores, web apps or
providing exceptional client experiences that result in more microsites, our custom digital solutions help you govern
business wins. We go beyond tactics to inspire experiences personal data through its entire lifecycle for superior lead
that build brand believers. From a holistic perspective, we generation and nurturing.
focus on all aspects of operations and strategy to ensure
If you have a B2B product or service that solves real-world
alignment between marketing and sales.
problems, then you’ve done your job. We’ll do ours by
We have a strong command of inbound marketing, and connecting you to the B2B decision makers that will
know how to effectively manage, deliver and retain buyers. benefit from what you have to offer.
We offer full-cycle web development services for the
enterprise. We build bridges of communication, streamlining
the dissemination of information to targeted entities. Top 20
Interactive Marketing Firm
the action or fact of spreading make (an organization or system) more
something, especially efficient and effective by employing
information, widely. faster or simpler working methods.

Scott Miraglia, President

[email protected]
275 East Rivulon Blvd., Suite 411
Gilbert, Arizona 85297
480.775.8880

elevation marketing | elevationb2b.com