INDUSTRY RECOGNIZES NEW HOLLAND CONSTRUCTION WITH MARKETING AWARD FOR SNOW CENTRAL CAMPAIGN
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CAROL STREAM, ILL - (May 28, 2009) - The Association of Equipment Manufacturers (AEM) has recognized New Holland Construction for its innovative and targeted Snow Central sales initiative with the "Measures of Success" marketing award. The Snow Central campaign offered special financing on New Holland skid steer and compact wheel loaders and was designed to support snow plowing and landscaping contractors. Low payments and incentives to "Pay Only When You Plow" provided customers an opportunity to utilize the latest and most productive equipment while increasing payment flexibility and allowing for predictable budgeting.
AEM's annual "Measures of Success" marketing awards program for excellence in off-road equipment industry marketing communications is conducted under the auspices of the association's Publications in Construction and Agriculture (PICA) committee. The awards honor outstanding industry efforts as an example of best practices and aim to promote to a wider audience the important role that marketing communications plays in a company's business success. A panel of business-to-business agencies, industrial marketers, university marketing communications professors and PICA publishers judges all entries.
New Holland Construction's Snow Central program won the "Measures of Success" award in the category "Direct Mail -- Single Piece" for its targeted Snow Central print brochure. The mailer was part of an integrated marketing strategy that also included a variety of promotional support tools for dealer usage, promotion at trade events such as GIE+Expo and a dedicated micro site, which helped to gather additional leads through a free New Holland Construction snow cap offer.
As a result of the Snow Central brochure, designed to drive traffic to the micro site and direct customers to local dealerships, the dedicated website registered over 100,000 hits and collected close to 1,000 new leads. The unique Snow Central program facilitated many additional sales for New Holland Construction's North American dealer network during the 2008/09 winter season.
"We are excited to receive this prestigious industry marketing award and the professional recognition for high quality and innovation it represents," said Edgar J. Chavez, director of marketing for New Holland Construction. "The snow removal industry is a key business segment for New Holland Construction, and the Snow Central campaign was one way for us to demonstrate our commitment as we continuously strive to meet our customers' business needs, provide solutions to their challenges, and ensure long-term customer satisfaction."
About New Holland Construction
New Holland Construction manufactures and markets a full line of skid steer loaders, compact track loaders, loader backhoes, tractor loaders, excavators, wheel loaders, crawler dozers, motor graders, and telehandlers. Drawing from the strength and resources of its brand network, New Holland Construction delivers technological innovation and the highest in safety and environmental standards. New Holland Construction customers are supported by a network of 800 dealers and more than 2,000 outlets in 100 countries. For more information on New Holland Construction, visit www.newholland.com. New Holland Construction is a brand of CNH (NYSE:CNH), a majority-owned subsidiary of Fiat Group (FIA:MI).